A
still from 'Baghbaan' |
Already on air on the major Hindi entertainment channels, the TVC
is picturised on Holi song filmed in the movie. Based on the same
unique format as the previous Tide ads, the Baghban ad takes
a climax point of the clip and adds a unique twist, a whitening experience
so to speak.
Speaking to Indiantelevision.com, Leo Entertainment Head Sanjay
Bhutiani said, "Coincidently while we were on a look out for
brands to endorse Baghban, our client P&G approached
us. After studying the previous ads we decided to brainstorm on
Baghban."
Hema
Malini in her spotless white |
Apparently the creative was complete six months back, but Leo Entertainment
managed to keep a lid on the television ad created. While the previous
joint TV commercials have been launched pre movie release, Bagban-Tide
ad was scheduled for the post launch period. "We were sure
of the movie's success and therefore we wanted the association to
build up post the movie launch," says Bhutiani.
The
colourful Mr Big B |
With the song 'Hori Khelat Raghuvira' from the movie, sung
by Amitabh Bachchan, as the playback for the ad, the mood is set.
The 44-second TVC shows the film's leading lady Hema Malini looking
gorgeous in her spotless bright white attire joining in the colourful
festivity along side Amitabh Bachchan. At the moment when she is
just about to be sprayed with colour a tide pouch zooms across the
screen and the audience sees a her outfit is even more sparkling
white, thanks to the "Tide touch".
Whiter
than the whitest white- Tide |
"While we were planning the TVC, most of the movie had been
completed except for the Holi scene. We then shot new scenes with
Hema Malini and the troupe and merged it with scenes from the movie,"
says Bhutiani.
Apart from having orchestrated this deal, Leo Entertainment is
all geared to work on its next venture for Amitabh Bachchan's new
company AB Corp. Leo Entertainment will be developing brand strategies
and advertising for all the forthcoming films produced by AB Corp.
The first venture is Amitabh and Abhishek Bachachan starrer Ranveer.
While the film is still in the scripting stage, Leo will be working
on the promotional aspects as soon as the script is ready.
After the appreciation of the Darna Mana Hai promotions,
Leo Entertainment will also be working on the promotions of the
forthcoming movies from the Ram Gopal Varma banner. First in the
pipeline is Ab Tak Chappan, which however, has no brand associations
attached. Leo is in process of developing the advertising campaign
for the film. Next venture is the mega project from Varma Corp -
Ek. Rumored to be the most expensive Hindi movie ever made
and reportedly budgeted at Rs 750 million, Ek is scheduled
to launch next year. That apart, the company will be working on
the promotional campaign for Varma Corp's upcoming Ab Tak Chhappan.
Next to follow is Gayab. Both films will release before Ek.
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