The campaign, conceptualised by FCB Ulka and directed by Abhishek Kapoor, show how in spite of difference in language and habits, the stories and emotions across the borders remain the same
The campaign, conceptualised by FCB Ulka and directed by Abhishek Kapoor, show how in spite of difference in language and habits, the stories and emotions across the borders remain the same
BestMediaInfo Bureau | Mumbai | June 13, 2014
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Zee Entertainment Enterprises (ZEE) has recently announced their new channel, Zindagi. The premium mass Hindi GEC looks to share stories from India and Pakistan through different shows. The channel's proposition therefore has been kept as 'Jodey Dilon Ko'. The channel will be launched on June 23, 2014.
Zindagi's new campaign, created by FCB Ulka, reiterates the brand message through the sentiment that 'Sarhad ke iss paar ya uss paar, hamare taur tareeke bhale hi alag ho, par hamari kahaniyan ek hi hain' (Our habits may be different on different side of the border, but our stories are the same).
“Zindagi's brand proposition 'Jodey Dilon Ko' has been the key thought around every medium of communication. The storytelling possesses an ability to convey beauty and emotion in a way that no other medium can. The films also use language that is heart-warming with stories rich in human elements such that they inspire empathy, make us think differently, appreciate something more, and understand something more thoroughly. Abhishek Kapoor and FCB Ulka have done a brilliant job of creating profound and touching films that clearly translate our vision on screen. It's heartening to know that the freshness of this campaign has become the talking point everywhere. The TVCs exhibit our distinct promise of Zindagi being a category creator in the GEC space,” said Akash Chawla, Marketing Head, National Channels, ZEE.
Kai Po Che's director, Abhishek Kapoor, has directed the two brand films that highlight the similarities of emotions in spite of the difference in region, language and attire of people across the borders. The films have been shot in a way that blends the protagonists of the two countries together, showing how even if some things are different, their fears and their aspirations are the same.
KS Chakravarthy, National Creative Director, FCB Ulka, commented, “The insight behind the whole campaign is as simple as it is powerful – we may come from different countries, different cultures, but our emotions, our joys, our triumphs are all surprisingly similar. And it is this simple human truth that the two launch television commercials capture in a simple, believable manner. The device of literally cutting mid-sentence from one protagonist to the other brings this alive in a vivid manner – and leads beautifully into the summing up thought for the channel, Jodey Dilon Ko.”
The first film begins with a girl, evidently from India, saying how after college she had started filling up forms for foreign universities. The scene changes to a Pakistani girl continuing her dialogue by saying that she wanted to study further because the other option was to get married. The two girls play out the story, one after the other, how their father's had supported her and had stood by their decisions to go and study abroad.
The second film begins with an Indian woman telling viewers her experience of cooking for the first time after marriage. The second line is said by a Pakistani woman who had a similar experience. However, all turns well for both women as their efforts were well appreciated by their beloved.
Both films end with a voiceover saying: “Lahore ki galiyon se Lucknow ke baramandon tak, hamare vesh-parivesh bhale hi alag hon, hamari kahaniyan ek hi hain” (From Lahore to Lucknow, our attire and habits may be different, but our stories are the same).
“The narrative approach adopted in the storytelling begins with a 'universal truth' or situation that transcends culture or language. Also, the use of emotion conveyed in every situation portrayed in the TVCs plays an important role as it captures the real emotion that we can trust. Viewers want to connect with their innate human nature. We believe that with Zindagi, we have something universally relatable, emotional and powerful to showcase and that is reflected in the films," Chawla added.
Director Abhishek Kapoor commented, “My family traces its roots to pre-Partition Pakistan. I grew up on stories of shared lives and times, subsequently lost to borders. Deep within, there was a heartfelt hope that this cultural legacy would one day find its way back – reunited. My association with Zindagi is a manifestation of this.”
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