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Soha Ali Khan and Kunal Khemu promote Aaj Tak’s mobile app

Adding to the running ‘Aankhen Khol De’ campaign, award-winning filmmaker Pradeep Sarkar has added a black and white ad film to the series to promote the channel’s mobile application

Soha Ali Khan and Kunal Khemu promote Aaj Tak’s mobile app

Adding to the running ‘Aankhen Khol De’ campaign, award-winning filmmaker Pradeep Sarkar has added a black and white ad film to the series to promote the channel’s mobile application

BestMediaInfo Bureau | Mumbai | July 1, 2016

Aaj-Tak-mobile-app Click on the image to watch the TVC.

Aaj Tak announced its new TVC with Bollywood couple Soha Ali Khan and Kunal Khemu to promote its mobile app as a part of its existing ‘Aankhen Khol De’ campaign. The new TVC has been conceptualised and created by renowned Bollywood filmmaker Pradeep Sarkar.

Ashish Bagga Ashish Bagga

Ashish Bagga, Group CEO, India Today Group, said, “In this fast moving digital age, Sabse Tez is even more critical -- more so, in an app avatar that is fast, personal, accessible round-the-clock and powerful. Therefore the no.1 news brand launched its mobile app, enabling the viewers to keep themselves updated on the go. Extending the 'Aankhen Khol de' campaign, Soha Ali Khan and Kunal Khemu highlight how Aaj Tak has played an eye-opener for its viewers and through the app, being informed and ahead of the pack is easy. With an inimitable pinch of humour, the message is delivered to people in the tone our consumers appreciate the best.”

Bagga added, “We will be launching the ad across platforms. It is a thrill builder to an ongoing 'Aankhein khol de' campaign that was powered by spots on GECs, movie channels and high decibel exposure on our own network.”

Talking about the adherence of the ad with the channel’s positioning, Bagga said, “Sabse Tez remains the channel's positioning -- a news leader that has always taken charge to be the eye opener, constantly setting the news agenda. The campaign refreshes the position with a fresh take on newsmakers and the current news and boldly reflects the courage to call a spade a spade. All this, in a tonality that makes this brand the country's most loved news brand.”

Pradeep Sarkar Pradeep Sarkar

Sarkar explained the insight of the campaign, “The idea was to create a stir in the app market. Aaj Tak is the people's brand that has spoken to people in their language. If the app is engaging the ad ought to be equally disruptive. Soha and Kunal were the perfect choice. The setting of a king getting misled by informers is awakened by the power of Aaj Tak’s app in a funny turn of events. It is a must-watch ad, the journey from the casual aspects of the mobile phone to the power that can make one extraordinary.”

Sarkar said, “In Soha and Kunal, we found the perfect chemistry. What is genuine, what is honest, is always more acceptable. They added liveliness to the screen, kept the ad very witty, conversational and struck an instant connect with the youth.”

The campaign emphasises how Aaj Tak has played an important role by bringing forth interesting facts that are eye openers for its viewers. It showcases the real picture to the entire nation. The impact of the channel has been so strong among its viewers that even problem creators fear being caught on Aaj Tak cameras.

In the short black and white commercial, Kunal Khemu and Soha Ali Khan are playing the role of king and queen. Both the king and queen are enjoying clicking selfies, when they suddenly hear the noise of a force. A soldier comes and tells them that the noise is of a marriage procession. But after some time the real force enters. This is when the queen tells the king that if you would have downloaded the Aaj Tak mobile application, we would have got the correct information.

Sarkar added, “The biggest challenge was to match the magic Aaj Tak had created many years ago, to be effective while sticking to the signature black and white treatment of the brand. The challenge was to pick the right topics and to deliver in a very short turnaround time to capture the nation's imagination.”

Explaining the existing ‘Aankhein Khol De’ campaign, Bagga said, “The 'Aankhein Khol De' campaign builds on the promise and positioning of being 'Sabse Tez'. The most trusted, most watched and most awarded information source of the country has to always live its role as the torchbearer, an eye opener. The series of black and white commercials use humour and wit around a few major news stories to drive this point home. The courage needed to understand the truth in black and white and then to bring it to the fore -- is something only the 'Sabse Tez' can.”

The campaign will be promoted across both traditional and the digital platforms. In addition to the TVCs, the campaign is being promoted through innovative activations across small towns in HSM (Hindi speaking market) states, where people can come and write their local issues and problems in the ‘Aankhen Khol De’ blackboards. Print innovation ads will add to the promotions among others.

The TVC:



Production House: Apocalypso Filmworks

Director of the campaign: Pradeep Sarkar

Creative Head: Pradeep Sarkar

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