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Radio Mirchi’s campaign ‘Rudaalis’ brings alive an Indian tradition

Conceptualized by McCann Worldgroup, Radio Mirchi’s campaign has created a strong buzz on social media, having also featured in the list of Best Ads of 2015, chosen by Creative Heads for Best Media Info

BestMediaInfo Bureau | Mumbai | December 24, 2014

Rudaalis Click on the image to watch the TVC.

Radio Mirchi’s recently launched campaign titled Rudaalis or the professional mourners has hit the right chord with everyone. Some prominent creative minds chose impactful ads of 2015 for BestMediaInfo and Radio Mirchi’s campaign was one of them.

The commercial brings alive a tradition that’s uniquely Indian. It shows the plight of an old woman (head rudaali) in the face of the inability of the new generation to cry at will. She tries her best to make them behave professionally but in vain. These Rudaalis can’t come out of this happy state of mind. The enabler of this happy life happens to be Radio Mirchi and is revealed only at the end.

Prasoon Joshi Prasoon Joshi

Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer, McCann India, said, “Radio Mirchi is very special for me and for all of us in McCann. We've been partnering with them since the inception of the brand. This ad campaign is another gem in its repertoire.  The creative team of Kapil Batra and Ashish, director Nikhil Rao and his production team have done a great job. My thanks to Vineet Jain and Prashant Pandey's team at Radio Mirchi for the trust and faith. I am positive the consumers too, would love this ad which builds on the brand in such a fantastic manner.”

Kapil Batra Kapil Batra

Commenting on the new campaign Kapil Batra, the Executive Creative Director, said, “Mirchi sunne waale always khush, is such a sharp and exciting proposition to work on. But the challenge was to stay away from the expected and bring this proposition alive in an engaging manner. Once we zeroed in on the ‘Rudaali’ idea, we further embellished it with our director Nikhil Rao. Though it has been less than a week since the ad hit the internet and TV, the phenomenal response makes it very clear that we have not just met but exceeded the goals we had set when we started working on this project.”

The TVC:

[youtube]https://www.youtube.com/watch?v=zFEJIs6e2-E[/youtube]

Credits:

Agency: McCann Worldgroup India

Chief Creative Officer: Prasoon Joshi

Creative Director: Kapil Batra / Rohit Devgun

Copy Writer: Ashish Nath / Kapil Batra

Art Director: Rohit Devgun

Account Management Team: Tarannum Romani / Samir Sagar / Khyati Joshi

Agency Producer: Jeet Kalra

Director: Nikhil Rao

Production House: Jamic Films

Info@bestmediainfo.com

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