FCB Ulka has conceptualised the campaign that tries to communicate the message that kids today have forgotten to play real games as they are so engrossed with virtual games
BestMediaInfo Bureau | Mumbai | July 15, 2014
Santoor, the flagship brand of Wipro Enterprise Ltd, has launched a new television campaign revealing a different facet of a Santoor womanâs personality. The TVC, conceptualised by FCB Ulka, Bangalore, tries to communicate a social message along with the brandâs promise of âyounger looking skinâ which has been the tone over the last 25 years. The brand tries to communicate a very strong message that âkids today have forgotten to play real gamesâ and how we should entice them back.
Recently, we saw how brand Maggi also stressed the importance of kids playing out in its commercial âGame Onâ with Madhuri Dixit.Â Brands these days are trying to project in their commercials the importance of health in children and the need for healthy living away from technology.
The 45-second Santoor TVC starts with the protagonist noticing that kids today are so hooked to their PSPs and video games that they have actually forgotten to play real games. She starts playing basketball herself to distract the kidsâ attention from virtual games. As a result of this, slowly all the kids leave their video games and join her. Two women onlookers who are just mesmerised by the protagonistâs beauty and her charm on the kids think her to be a college student. However, they get completely taken aback when she eventually turns out to be a mother.
Dennis Koshy, Vice-President, FCB Ulka, Bangalore, said, âThe Santoor woman is not just beautiful. She is intelligent, confident and can make a difference to the world around her. The insight that kids play more virtual games than real games these days was used to build a context to communicate this, without letting go of any of the core brand properties.â
Commenting on the execution of the TVC, Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, said, âIt was the right time for Santoor to celebrate a new celebrity: the Woman. We thought we give her a slightly more social role without getting out of the beauty space in terms of the narrative.â
Agency: FCB Ulka, Bangalore
National Creative Director: KS Chakravarthy (Chax)
Creative Director: Dharmesh Shah
Copy Group Head: Nirmala Chennapa
Client Servicing: Jyothi Nambiar, Swapna, Dhaniya Mohan
Production House: Future East
Director: Ashim Ahluwalia
Producer: Priyank Bangia