MAM
Corcoise rustles up two new TVCs for Perfetti Italy
NEW DELHI: Mumbai-based advertising production company Corcoise Films is on the verge of finishing production of two new television commercials for Perfetti Italy. The campaigns, for Happy Dent and Alpenliebe, are expected to go on air in the third week of May.
Corcoise Films has worked in conjunction with O&M Mumbai, the creative agency for both the commercials.
“The two commercials are expected to go on air in another two weeks time. We have shot both the commercials in Malaysia,” said Corcoise executive producer Cyrus Pagdiwala.
The two commercials are in addition to a recent TVC for Perfetti Italy’s Vivident Xylit `Gum Boy’ chewing gum.
On the experience of working for a completely different market, Pagdiwala says, “While working with a client like Perfetti Italy, the idea is to match the emotional expectation and creative content with the local audience. We can’t provide an Indian feel to the commercial. There is a lot more interaction with the client. When the client says they would like to go for a fresh look, obviously, we ask for the reason and more detailed background of the brief. There are no assumptions in this case.”
Citing an example, Pagdiwala said that for a TVC like Vivident Xylit chewing gum, which has been executed for the Scandinavian region as well, the commercials feature blonde models rather than ones with black hair.
Discussing in detail the Vivident Xylit chewing gum commercial, he said the story brief from the client asked for – ‘the importance of having clean healthy teeth should come through, the film should look fresh and all exteriors to look green and film shouldn’t cause any malice or hatred to any of the characters’.
Description of the Vivident `Gum Boy’ commercial:
The campaign was based on the medicinal use of the chewing gum – helps in preventing tooth decay and helps keep teeth free of tartar.
The film opens on a huge farmhouse (palace) somewhere in the European countryside. Inside the farmhouse, a young extremely pretty woman – about 25 years old, very attractive – someone who any man on earth would die to make love to – sits next to the swimming pool. She is obviously waiting for her husband to join her. But for some reason the woman has a bored/frustrated look on her face.
Standing close to her is her husband. He is a huge guy who is an obsessive body-builder/ narcissist. He is the kind of chap who is in the gym six hours a day and the only thing he has on his mind is his body. The woman waits for him patiently as he admires himself in the mirror, totally oblivious to her presence. This is the reason behind the woman’s look. She has given up on this man.
The woman, quite irritated, barges out of the room and out of the farmhouse. In search of a little love and attention, she runs towards the barn of their big palatial house where she finds the farm boy working.
She decides to go all out and indulge in a little pleasure with him and drops her clothes in front of him. The farm boy, who is very pleasantly surprised, reaches out to her. He tries to take off the girl’s bra-strap using his teeth. Just as he succeeds in this endeavour, we hear him screech and shout. The voice travels far and wide.
V O: Look after your teeth before it’s too late. With New Vivident Xylit that has Xylitol to fight tooth decay.
She now fears the worst and as expected, we see a hand break through the barn door and in comes the husband. The film ends on his POV of the farm boy holding his jaw in pain with one hand and the girls bra in the other. On the other side is the naked wife.
The casting brief from the client was as follows:
1. The girl shouldn’t come thru as a sex maniac, but as someone, who is hungry for love and attention and when she doesn’t get it from her husband she is left with no other alternative.
2. The Husband – Shouldn’t look like a cruel, cunning and evil man. He is a pleasant looking individual whose only problem is self-obsession.
3. The farm- boy – Should be a likeable guy who is not the cause of the family dispute. He is simply present at the right place at the right time or the wrong place at the wrong time.
MAM
Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
