Created by Lowe Lintas, Chennai, the TVC amplifies the brand message of ‘There’s a lot riding on us’
BestMediaInfo Bureau | Mumbai | February 9, 2015
In the backdrop of the ICC Cricket World Cup, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas, Chennai. Riding on the emotion of ‘expectation’ that connects fans to the game of cricket, the TVC aims to capture and amplify that feeling.
The film begins with the Indian cricket team’s bus making its way to the airport. During their journey, they are met with a rousing response from sections of the crowd who are engaged in their mundane day-to-day activity. From a young enthusiastic mother to an ardent senior team supporter to a large number of fans who have assembled at the airport, the Indian cricket team gets greeted all along with an inspirational message through the song ‘Saare Jahan Se Achha, Hindustan Hamara’. The film ends with the message: ‘There’s a lot riding on us’.
Commenting on the film, Koshy K Varghese, Executive VP - Marketing, MRF, said, “The objective of this TVC is to showcase MRF’s and the nation’s undying support to our cricket team. Expectations are high from the Indian team and there is a lot riding on them, just as there is a lot, literally, riding on us at MRF.”
Sharing his views on the creative approach taken for the film, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “The beauty of this idea was the line ‘There's a lot riding on us’, which was written for MRF, the brand. And when they tied up as one of the main sponsors of the World Cup, this thought extended naturally to the Indian cricket team too. We picked ‘Saare Jahaan Se Achha’ and decided to render it in different ways as the bus travels through the city. The sound had to dictate the visuals.”
The campaign is currently on-air and will be using all traditional media and online channels to amplify the film.
Agency: Lowe Lintas, Chennai
Creative Team: Rajesh Ramaswamy, Sachit Sadanandan, Gowthaman Kandavelu, Dennis Daniel
Account Management: GV Krishnan, GS Sridhar, Raj Ayyappan, Joel Miranda, Ramesh NJ, Ramya Murthy
Planning: Phalgun Tiruvasu
Production: Lintas Productions, Mumbai
Director: Santosh Sivan
Music: Mikey McCleary