Satyug Gold comes out with an ad film only for PVR multiplex audiences
BestMediaInfo Bureau | Mumbai | July 17, 2014
While most brands are lining up for space on the television platform, one big screen star has decided to launch her brand in movie theatres. Shilpa Shetty and Raj Kundra's Satyug Gold has come up with a new campaign which will be played only at PVR cinemas.
“Gold is a prized possession across every Indian household, and that is the basic thought behind the commercial. Also, since this was specially crafted for the multiplex audience, Shilpa undoubtedly fit into the purview seamlessly,” said Raj Kundra, CEO, Satyug Gold.
The campaign, scripted by Kaleido Communications, focuses on the Mera Gold plan, which is a gold accumulation plan that allows people to buy gold at a systematic manner. This decreases risks and breaks the initial investments to as little as Rs 50 per day.
“The very inception of Satyug Gold is a pioneering attempt to make gold affordable to every Indian, and with Shilpa at the helm of this plan, we felt that it is only wise to use her as the brand ambassador. She has a strong connect across India and being the Chairperson of the company, adds to the credibility and assurance to the plan,” said Kumar Ganesan, Executive Director, Kaleido Communications.
The TVC opens with Shilpa Shetty introducing the 'big picture'. She explains that this picture, unlike the movies in which she appears, has no melodrama, tragedy or suspense. What it has though is a secure way to invest in gold. She then explains the benefits of the plan and how one can invest at just Rs 50 a day. The campaign ends with her saying: “The bigger picture at the price of popcorn.”
“‘The Bigger Picture’ was strategically designed specifically for the multiplex audience as the commercial has Shilpa talking about Satyug Mera Gold Plan which makes gold available at the price of popcorn, which has an instant connect with the audience sitting in the multiplex. Shilpa, her relationship with movies and the idea of gold being available at the price of popcorn was perfect for the multiplex audience,” commented Raj Kundra.
Client: Satyug Gold
Creative Agency: Kaeido Communications
Creative Director: Nazar Abbas
Creative Team: Nazar Abbas, Kumar Ganeshan
Planning Team: Kumar Ganeshan, Nazar Abbas, Saify Naqui
Account Handling Team: Rahul Raj Singh, Sunil Joshi, Pankaj Kayshap
Production House: Essential Sports & Media