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Credits

TV Director's Views

Agency's Views

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Best Commercials Mint - Feb 2008


Contagious Newsletter
LIC - CUSTOMER TRUST
Striking, entertaining, creative, visible advertising
Credits
Brand: LIC
Advertiser: Life Insurance Corporation
Product: Insurance
Agency: Mudra Communications
Creative Team: Ravinder Siwach
Prodn House: Nomad Films
TV Director: Lloyd Baptista
TV Producer: Amitabh Bhattacharya
Music Director: R Anandh
Cinematographer: Kartik Vijay
Play
Description: Little girl sets a paper boat to sail in the river in the mountains

The TV Director's View [ Top ]

Lloyd Baptista
TV Director
................
www.nomadfilmsindia.com/

What brief did the client give you for this TVC?
The brief for the film was quite simply the film itself. The boat is life and the many helping hands are the support that LIC offers in the journey of life. The most challenging part of the brief was how to tell a emotional story with an inanimate object like a boat.

Did you recommend any changes to the script or treatment?
No, not really the agency was very clear on what they wanted, we would mostly have group discussions on the story flow or execution.


What was the most difficult part of the production?
In India the most difficult part is that you don't have soft lighting or magic hours for longer durations which is very important specially while shooting outdoors and dragging a big crew all over the place is always hard. Other wise it was fun. Everyone was very helpful and without the whole team it wouldn't have been possible.


What was the most exciting part of the production?
The food. And traveling I suppose since this was the first time I had been to up north. Also kartik is a proper director of photography he just knew what I wanted and he would go for it which was really cool.


What is your worst fear about the campaign?
The agency and client was very clear that the film should have emotion values. And should convey a specific message... its shouldn't just be a visual montage. And as a director one has to take that on board seriously

If you had one wish, what would you change about the campaign?
The duration, we had shot enough to make a beautiful 90 seconder.

Is there anything else that you wish to share with us about this campaign?
Don't eat fish whenever you are in these areas! We were surprised to find out that these fish feed off dead bodies!!

The Agency's View [ Top ]
Ravinder Siwach
Creative Director/Copywriter
Mudra Communications
................
http://www.mudra.com/

What brief did your client give for this campaign?
The brief was to create a corporate communication for LIC that established the fact that there is none other than LIC that stands in the same league when it comes to 'trust'. To leverage the fact that LIC has lived up to it's customers' faith for over half a century.

What options did you consider before presenting this campaign?
Let's just say that this was not the only script we presented and not the only one that the client considered. The simplicity and the innocence of the idea was what worked.

How did you shortlist the Production House for this campaign?
The brief was to create a corporate communication for LIC that established the fact that there is none other than LIC that stands in the same league when it comes to 'trust'. To leverage the fact that LIC has lived up to it's customers' faith for over half a century.

What options did you consider before presenting this campaign?
Let's just say that this was not the only script we presented and not the only one that the client considered. The simplicity and the innocence of the idea was what worked.

Did you pre-test this campaign and what were the results?
Dare say, you don't need to check, pre-test etc. when an idea is as simple and as universal.

What brief did your client give for this campaign?
Nomad Films is a reliable produciton house and have handled enough projects of this scale. Besides Llyod Baptista - the director and Amitabh Bhatacharya - the producer, showed great understanding of what was required for the film.

Is there any creative use of media?
The commercial is being shown at 163 cinema halls across the country during the interval breaks. Now that may not be 'out of the box' use of media but it just does justice to the scale of the commercial.

How would you determine if this campaign is successful?
It's a corporate commercial, so the idea is not to create sales for LIC. We can call it successful if the idea drives home the core value that the brand LIC stands for - 'trust'. Over to research agencies!

What is your worst fear about the campaign?
None

If you had one wish, what would you change about the campaign?
Nothing.

Is there anything else that you wish to share with us about this campaign?
There's enough footage to cut a 5 minuter! Besides, the production house 'researched' for the correct brand of paper to be used for making the paper boat for about 7 days. And then discovred that the paper company had stop making the paper that worked out the best for the paper boat. So a different paper was used and varnished. The boat actually floated very well. Out of a stock of one thousand boats that we were carrying for the shoot, only about fifty were used.


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