The campaign, conceptualised by Paradigm Plus, is Gera Developments’ first commercial and talks about all those who ‘Dare to Outdo’
BestMediaInfo Bureau | Mumbai | July 14, 2016
Gera Developments unveiled its new brand positioning, ‘Outdo’, to external stakeholders with its first TVC campaign. Conceptualised by Paradigm Plus, the campaign is aimed at showcasing how the brand has always believed in outdoing itself to achieve greater heights and raise the standards for itself and its stakeholders.
The 50-second brand film talks about ‘outdoers’ who through the course of history believed in not being content with the status-quo and pushing the existing boundaries and ‘out-doing’ have changed the world for better. The ad film goes about conveying this message by using various paper craft techniques and merges it with stop-motion filmmaking. The film graphically depicts stories of how the Wright brothers invented the very first flying machine and how Thomas Alva Edison came up with the bright idea of a light bulb. The stop motion then takes us through a flipbook journey of the telephone from its first form to its new avatar where technology has made possible, even video calling. Set to some impressive lyrics and music, the film ends with a list of some of the innovative ways Gera Developments has adopted to stay ahead of its competition.
Highlighting the essence of the TV commercial, Rohit Gera, Managing Director, Gera Developments said, “A year ago, brand Gera embarked upon a journey to bring about a cultural transformation within the organisation and also among all its stakeholders. This would reflect the brand’s core purpose and enable it to drive into newer uncharted territories. We chose the word ‘Outdo’ as the distillation of our entire brand philosophy. We wanted to communicate to our customers about our Outdo journey through service, product quality and brand offerings, and this film encapsulates this very well. We worked with the strategic planning team of Paradigm Plus who highlighted the brand’s DNA and the core values that are driving the organisation for more than five decades in this unique film.”
Commenting on the concept of the ‘Outdo’ campaign, Rajat Sarkar, Founder, Paradigm Plus said, “Raising standards of business has always been intrinsic to brand Gera. Since Gera embarked upon a journey for their brand, thus the new positioning derived was called – Outdo. Outdo is a simple word which beautifully and succinctly captures the essence of what the brand has always been about. The communication campaign led by the TVC faced a challenge to capture this very essence of the brand and inject the target audience with it. The process of Stopmotion, use of Kirigami paper art, mix of illustrations, craft props, computer graphics has been unconventional and enriching. The production process of this film itself reflects the very thought of Outdo. It pushed us to go all out.”
The 30-second TV commercial will go on air during this week. A 360 degree campaign panning across TV, multiplexes, social media, print, electronic and outdoor mediums will be undertaken.
Client: Gera Developments
Creative Agency: Paradigm Plus India
Founder & Director, Paradigm Plus India: Rajat Sarkar
Creative Director, Copy: Ira Gupta
Creative Director, Art: Santosh Joglekar
Director, Planning: Vinay Joy
Director, Brand Services: Anuja Paralkar
Production House: Bubble Wrap Films
Director: Luv Kalla
Producers: Ketaki Guhagarkar
Animator: Vaibhav More
Paper Artists: Harikrishnan B Panicker & Deepti
Music: Rupert Fernandes