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Best Commercials Mint - Feb 2008

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Airtel - Father & Daughter Connect
Striking, entertaining, creative, visible advertising

Credits

Brand:	Airtel
Advertiser:	Bharti Airtel
Product:	Mobile Service
Agency:	Rediffusion-Dentsu
Creative team:	Ramanuj & Sagar
Prodn House:	Ramesh Deo Productions
Director:	Abhinay Deo

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Description: Little girl calls up father who is working at night as train is held up and tells him that she wants to draw

The TV Director's View

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Abhinay Deo
Director
Ramesh Deo Productions
.....................

http://www.rdpindia.com

What brief did the client give you for this TVC?
The brief was very simple... network strength to be demonstrated through relationship strength... the fact that when a daughter needs a father, no matter how far the father is, the network will help them stay connected... even if it was for a small thing like playing join the dots. Airtel has set a wonderful footing with their previous films and this one also needed to be in line with feel of those.

Did you recommend any changes to the script or treatment?
The story was great to begin with when Sagar and Ramunuj shared it with me.All i did was added a bit of scale.I wanted to see the father in a remote place and working in a adverse conditions which is why we shot in turkey with a old steam engine suggesting rail road work.And in contrast to this, I wanted the girl in the city.

What was the most difficult part of the production?
The shoot in turkey in minus 8 degrees all night with 100 extras, a big camp set and the cast had to perform... it was the toughest weather to shoot in, not forgetting the wind chill factor.

What was the most exciting part of the production?
The previous answer goes for this question as well... the toughest conditions are the most memorable... also getting the sweetest 4 year old girl i have known to act was truly satisfying.

What is your worst fear about the campaign?
The worst fear with such campaigns is that people slowly start anticipating them and the format or the genre which has worked for it so far becomes its trap.

If you had one wish, what would you change about the campaign?
Would change nothing ... honestly

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