The agency used the insight that nobody outside of advertising ever shares a radio spot online. The challenge was to convert the audio spots into visually interesting digital content
BestMediaInfo Bureau | Delhi | September 26, 2013
BBH India has created a series of radio spots to launch the limited edition Skoda Rapid Leisure which comes loaded with a host of features including a rear view parking camera. The spots were very well received on Indian radio, but the agency wanted to reach a wider audience. It realised that nobody (outside of advertising) ever shares a radio spot online. The challenge was to convert the audio spots into visually interesting digital content.
The essence of the campaign is to show what might happen if one isn’t driving a Skoda Rapid Leisure and happen to bump the knee of a Grandma who is knitting and walking on the street. To highlight the importance of the rear view mirror, the voiceover says: “What’s behind you, often changes what lies ahead.”
The other film titled ‘Hydrant’ shows how a man gets into problems while reversing his car as he does not notice the hydrant behind. Again the voiceover says: “What’s behind you, often changes what lies ahead.”
Much to the credit of BBH India, the animated series has been picked up by the international media. In fact, renowned British photographer John Rankin has picked this ad as one of his 'Top Picks' in Marketing UK online.
Russell Barrett, CCO and Managing Partner of BBH India, said, “It's clear that to reach a wider audience, your idea needs to be media agnostic. A genuine idea should cut across languages, cultures and media as well. Thankfully with Skoda, we have clients – in Kamal Basu and his team – who believe in the same philosophy. They agreed that a video rendition of an audio idea was an exciting, new way to approach communication in today's age. We also lucked out with the talent we could tap into at BBH with the likes of Manish Darji, Yohan Daver, Sushma Joseph, Hitesh Kalia and the rest of the team on Skoda. I'm actually really excited about the implications of this kind of project. It's clear that low-budget need not mean low quality."
BBH is now a creative network wholly owned by the Publicis Groupe. BBH India was founded in 2009 and since then has grown very rapidly to a staff strength of 70 people and manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, Acer, Movies Now and World Gold Council, amongst many others.
Agency: BBH India
Chief Creative Officer: Russell Barrett
Executive Creative Director: Puneet Kapoor
Director: Sushma Joseph
Creative Director Art & Illustrator: Manish Darji
Copywriter: Yohan Daver
Agency Executive Producer: Hitesh Kalia, Sushma Joseph
Account Director: Anirban Mukherjee
Account Manager: Suravi Pradhan
Account Planner: Kanishk Kabiraj