Conceptualised by Grey India, the ad film aims to aims to portray the reality that students face today when it comes to career choices in a humorous way
BestMediaInfo Bureau | Delhi | June 20, 2013
The Times of India group has always believed in constant innovation and excellence and therefore the newest venture from the largest media conglomerate in India is set to transform professional education in India. Times Centre for Learning, under the TimesPro brand, seeks to introduce career oriented courses for creating professionals in BFSI (Banking and Financial Industry), Media, Organised Retail, Hospitality and Healthcare.
In the first phase, the company has set up state of the art learning centres across seven cities and aims to leverage the TOI Group’s technology expertise and knowledge repository to augment the learning experience in the banking sector. For several years, campaigns from TOI Group have focused on issues that are relevant to young India. The new initiative aims to portray the reality that students face today when it comes to career choices.
Conceptualised by Grey, the launch television commercial shows a day in the life of a fresh graduate who has just received his result and is not even given a moment to bask in the glory as people start questioning him on his future plans. The film opens with a student receiving his marksheet, and the postman delivering it mocks him. He then walks out and his neighbours and friends do the same and start following him. Finally, we see him walk into a TimesPro centre and on seeing this, the crowd following him realises that he knows what he’s doing and disappears.
Throughout the duration of the film, a catchy jingle plays, as each character from the postman, the neighbouring aunt, the temple pandit to the local barber ask the protagonist what he’ll do next. The lyrics culminate to the basic question: “Aage Kya Karega?”
Incidentally, the agency has also done a banking specific film to take this thought forward. The banking film captures the pressure that any fresh job applicant feels when he goes for an interview, with almost everyone thinking or asking “Tu yahaan kya karega?”
Times Centre for Learning spokesperson said, “The creatives very nicely capture the essence of what Indian students face today – the uncertainty and societal pressure around how they will graduate to becoming professionals, and the role that TimesPro can play in guiding them towards a successful career.”
Malvika Mehra, National Creative Director, Grey, commented, “Everyone knows that it's not easy to land a good job with just a graduation degree these days. It is the age of specialisation after all and the Times Pro offering of career oriented courses help turn these graduates into confident professionals ready to face the real world. We've tried to capture this in our films.”
Vishnu Srivatsav, Executive Creative Director, Grey, explained, “There comes a time in your life when you really feel that everyone's eyes are on you, watching and waiting to see you make your next move, as you prepare to leave the cocoon of college and step into the real world. We wanted to address that constricting, claustrophobic feeling. But we didn't want to be preachy and wanted to keep it engaging and entertaining. So we decided to take a this core emotion and make a song and dance about it.”
The brief to Grey during the pitch was to launch The Times Centre for Learning in a way that it resonates best with fresh graduates. Also, the pressure to ensure that the campaign is on a par with the TOI Group’s previous campaigns and launches.
Jishnu Sen, CEO, Grey, added, “I love this campaign. It's the one we pitched with and everyone who has seen it loves it. I'm sure, so will the audience.”
The campaign, which has just launched, is a 360 degree campaign including TV, print, radio and digital.
Creative: Amit Akali, Malvika Mehra, Vishnu Srivatsav, Goral Ajmera, Arun Ganesh
Account Management: Jishnu Sen, Mithun Roy, Vineet Singh, Mudassir Ansari, Nishant Venkatram.
Films: Samir Chadha, Pamela Pais
Production House: Old School Films
Director: Piyush Raghani
Producer: Surashmi Basu