News Broadcasting
Arise inverters launches new TVC with a humour streak
NEW DELHI: Arise Invertors have come out with a new television commercial that attempts to bring humour even as it conveys the commercial message. Created by Percept/H for Apocalypso Films executive creative director Rajiv Agrawal, the TVC has been directed by Pradeep Sarkar and produced by Rachita Chowdhury.
Arise India Ltd. MD Avinash Jain said, “Through the TVC we wish to communicate our core message of Arise Inverter, thus helping in saving electricity. The mandate to Percept H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product.”
Rajiv Agrawal said, “Arise has been a fledgling brand. The owners have decided to take it to a different level. The one line brief from the chairman, Avinash Jain, was: ‘give me memorable advertising’. How many times do client say such things these days? And that’s exactly what we’ve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”
The story line of the 30-second film opens inside the chamber of an orthopedic doctor. A doctor is examining the X-ray and the patient lying on the bed with his leg stringed and his wife and a nurse standing by. The doctor looks at the patient and speaks: “Hoon…Sharma Ji aapke pair ki dono haddiyan ghutne se toot chuki hain. Ek mein 6 inch ki nail dalegi aur doosre mein steel ki plate. Theek hai?” The patient looks bewildered. “Hmm…”
As the doctor in his style consoles the patient, he says: “Process hai…tumhare haath hi haddi ko khurcha jayega”. The patient gives the scared look and asks in disbelief: “K..K..Kyoon?”
The doctor once again consoles the patient. “Arre leto leto…process hai…char mahine ka plaster lagega…uske baad football, kabaddi, kuch bhi khel sakte ho.” The patient in surprise asks the doctor: “Kya guarantee hai?” The doctor replies in full confidence: “Guarantee…Hai Guarantee!…”
The doctor points out to the supers appearing one by one on the screen: Intelligent Charging System and Sinewave Service.
The voice-over : “Intelligent Charging System ki Guarantee…Sinewave ki Guarantee…Service ki Guarantee…”
The product window shows a wide range of Arise Inverters and Batteries: “Yeh hai Arise Ki Guarantee… Arise inverter aur battery ki full range par…Ab India bolega Arise…”
Come back to the patient speaking into the camera with a smiling face: “…Hai Guarantee”
The doctor now instructs the nurse to pull the leg: “Iska taang kheecho”
Arise logo appears on the screen chorus: “Arre Wah Wah Wah Wah!”
News Broadcasting
CNN-News18 to host Fury in the Gulf conclave on West Asia crisis
Three-hour summit to unpack geopolitical fallout and impact on India
MUMBAI: CNN-News18 is set to host a special three-hour broadcast, Fury in the Gulf – War Conclave, on April 7, aiming to decode the escalating West Asia crisis and its far-reaching implications for India.
Scheduled from 4:00 PM to 7:00 PM, the conclave comes at a time when tensions between Iran and the United States are reshaping global geopolitics and triggering economic uncertainty. With India’s deep energy ties, trade links and large diaspora in the Gulf, the developments carry significant domestic relevance.
Built around the theme ‘Conflict, Consequences, and The Future,’ the programme will feature six curated sessions combining one-on-one interviews and panel discussions. The focus is to cut through the clutter and offer viewers a clearer understanding of the fast-evolving situation.
Key sessions include ‘Diplomacy in Times of War’ featuring Shashi Tharoor, and ‘World After the Iran Conflict’ with voices such as Ram Madhav, Reuven Azar, representatives from the European Union and the Iranian Deputy Envoy. Another session titled ‘Another Dunkirk?’ will bring together K. J. S. Dhillon and Jitin Prasada among others.
CNN-News18 editorial affairs director Rahul Shivshankar said, “In times of war, clarity becomes the most powerful tool. Fury in the Gulf – War Conclave brings together credible voices to address the questions and confusion that arise amid an overwhelming influx of information.”
He added that the initiative is aimed at delivering “facts, perspective, and insight” at a time when misinformation can easily cloud public understanding.
Echoing the sentiment, CNN-News18 CEO– English and business news Smriti Mehra said the conflict marks a defining global moment, with consequences that extend well beyond the region. She noted that the conclave seeks to present the crisis with “depth, nuance and responsibility” so audiences can better grasp its real-world impact.
As geopolitical tensions continue to dominate headlines, the conclave positions itself as an attempt to bring order to the noise, offering viewers a structured, insight-led look at a complex and rapidly shifting global situation.
