Ekla chalo re advertisement full#

We knew that voting was a sensitive issue in a place like Jammu & Kashmir, so our initial plan was to shoot there. Like most shoots, we also encountered some problems while filming the advertisement. Another issue that cropped up during this campaign was shooting at the right location. From the inception to the shoot and the final edit, it took us close to three months. However, everything about the ad had been so clear from day one that we decided to wait for the right person. We had to wait quite some time for the lead actor, too, as he was in the US for some work. The client was also keen on getting him so we decided to wait. Here, the selection of the director (Gajraj) was crucial and his availability was something we had to work out. Through internal surveys, the brand had already started witnessing good response.Д®very campaign has its challenges. When this idea was pitched to Rupa, which has the lionвЂ™s share of the market, the team loved it. The brief was to match the spirit of the target consumer and the Rupa team was very clear that it did not want too much glamourisation of the product. So this campaign gave me a lot of space for cerebral exercise, thus it is my best campaign so far. Here I have used hooliganism as a symbol of societyвЂ™s obstructions. The brand promotes machismo, but I wanted to convey the message very clearly that being macho could be about addressing larger social issues - like voting - than just fighting with hooligans.

Ekla chalo re advertisement full#

Fortunately, through all these experiments, the Rupa Frontline team gave us full support. And PiyushвЂ™s rendition gave it a new feel altogether, making it stand out. The song also echoed the philosophy of the Rupa Frontline brand -Raho duniya se ek kadam aage (stay a step ahead of the world). Despite being a Bengali song, it has a national appeal and is second only to RahmanвЂ™s Ma Tujhe Salaam in pan-Indian popularity. Voting is an issue with the masses, and the ad served both the purposes.ДЇor this ad, I got Piyush Mishra on board to sing TagoreвЂ™s famous song Ekla Chalo Re. I also wanted the campaign to have a social message because the target audience is the masses of this country. I was clear that I wanted to do it differently.

This space is cluttered with Bollywood actors endorsing various undergarments.

There are many ads which are close to my heart but this ad stands out as the best because it gave me the opportunity to break away from the clichГ©d advertising for an undergarment brand.