Sony LIV campaign urges 'Mazey ke break lo, kahin bhi dekh lo!'
Designed by Havas Worldwide, the set of three TVCs highlights the strength of the new video-on-demand platform through humorous storylines
Sohini Sen | Mumbai | September 27, 2013
Click on the image to watch the TVC.
Sony Enetertainment Television has released a campaign to popularise its new video-on-demand brand, Sony LIV. Conceptualised by Havas Worldwide, the ads are an extension of the underlying value proposition of the brand – 'Mazey ke break lo, kahin bhi dekh lo!'
Sony LIV has two strong points to connect with the audience – nostalgia to the past and relevance to the present. On top of that, a consumer behaviour study showed that today's consumers are hard-pressed for time and like their entertainment in byte-sizes on the go. Keeping these objectives in mind, Havas came up with a set of three TVCs for the campaign with the 'Mazey ke break lo, kahin bhi dekh lo!' idea.
The first TVC is called 'Washroom' and shows a lady putting on makeup in front of the mirror. However, she hears a sound from one of the stalls. Ignoring it at first, she is spooked when the voice commands her to leave in a menacing tone. She screams and runs away. Later it is revealed that another lady in the stall was watching an old episode of 'Aahat' on her handheld device from where the scary sound had come!
The second TVC, 'Jawab', opens with two employees being shouted at by their boss. The boss is furious since the sales report has devastating numbers. He wants them to answer why it is so, and exactly at that moment, as if on cue, Amitav Bachchan's voice rings out in the cabin – 'Jawab dene ke liye aapke paas abh 30 second hai' (you have 30 seconds to answer) – as heard during the popular KBC show. It is revealed that a window cleaner outside the cabin is watching KBC on his cellphone while enjoying his lunch break!
The final TVC is called 'Burglar' and shows one sneaking into a mansion and opening a hidden safe. However, almost immediately he hears the sound of a police siren and the police's call. He runs out of the window only to find out that his partner in crime is watching FIR, the show on SAB TV, on his cell phone.
All three TVCs end with the idea 'Mazey ke break lo, kahin bhi dekh lo!' The TVCs highlight the fact that SonyLIV.com not just shows the popular serials from Sony but all other shows from its partner channels as well. And these are not just the new shows but old ones from the last 18 years, an archive of all the shows in the MSM family for the last 18 years.
Shavon Barua, President - West and South, Havas Worldwide Mumbai, said, “Time is the biggest luxury for the young urban consumers of today. They like their entertainment in byte sizes on-the-go. This segment of young urban consumers comprise the potential early adopters for Sony LIV. The most pleasant thing in their time-crunched life is a short break worth its time. That's how we arrived at the campaign idea 'Mazey ke break lo, kahin bhi dekh lo'. Quirky humour and exaggeration have been used to make the campaign memorable. The key takeaway is that 'modern life is all about the little escapes!'”
The marketing strategy has also been inspired by the well-established truth that modern life is all about the little escapes. The objective of Sony LIV is to make these breaks as exciting and rejuvenating as possible for netizens by making their favourite content available at their fingertips.
Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital/Syndication at Sony Entertainment Network, commented, “Today, India is defined by time crunches, personal and professional pressures and long work hours. The only way to deal with this everyday stress is to carve out some time for a little break. We at Sony LIV want to make these breaks as entertaining as possible for Indian consumers.”
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/ "Click on the image to watch the TVC.")