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<ul><li>In our series, BTS with Insiders, we take a walk down memory lane, and give you an insider's view of some of the most iconic Indian ads.</li><li>This week <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Global Chief Creative Officer of Nihilent Hypercollective takes us back in time and tells us some brilliant stories from the sets of Taj Mahal Tea's Waah Taj, Saint Gobain's Invisible Glass while he also talks about the <keyword id="9297051" type="UNKNOWN" weightage="20" keywordseo="Fevicol-bus-ad">Fevicol Bus ad</keyword> that he considers to be one of his most favorite campaigns. </li></ul> KV Sridhar aka Pops has been a part of the Indian ad industry for about 42 years now. Unsurprisingly, he is a chronicler of all things advertising in India. With his book 30 Second Thrillers that he launched a few years back, Pops took us behind-the-scenes of some of the most iconic ads our country has seen. We tried to do something similar on our show BTS with Insiders. Currently the Global Chief Creative Officer of Nihilent Hypercollective, Sridhar is a treasure-trove of anecdotes from the fascinating world of advertising and he regaled us with some stories during our conversation too. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Taj Mahal Tea’s Waah Taj In the latter half of the 80’s, Brooke Bond’s Taj Mahal Tea was facing a slowdown in terms of growth. The brand’s advertising, like most other brands during those days, was completely westernized. The task at hand for the brand at that time was to make the brand more Indian, and therefore more relevant and appealing to a far wider set of audience. KS Chakravarthy who the ad world lovingly calls Chax, has been Pops’ long-term partner. So the two of them along with account planner Dhiren Chadda used to work on the brand. Chadda had, time and again, told Pops that there was a need to attune the brand to middle-class Indian sentiments. And he used to say, “It should be fine and refined like a Chiffon saree.” However, Pops shares that his idea of Indianness was very different. “I wanted it to be like a cotton or a jute saree, which is the fabric of India,” he explained. The agency wanted to Indianize the brand as well as make a statement that its quality is impeccable. And that is where <keyword id="8925" type="PERSON" weightage="20" keywordseo="Zakir-Hussain">Zakir Hussain</keyword> came into the picture. Pops added that Hussain and his tabla were an analogy for the perfectionism that goes behind making the perfect tea, and the critical role of a tea-taster. And while not many people knew what Zakir Hussain looked like (since TV was just making an entry into Indian homes and most people had heard the maestro on the radio till then), Pops said that he was completely Indian in the way he looked, smiled or when it came to his music. Pops also shared some treasured moments from the time they filmed the ad, when Hussain played ‘Happy Birthday to you’ on the tabla for Chax whose birthday fell during the shoot days. “Those days, it took us a lot more time to finish work on films. But at the end of the day, if we enjoy doing it, people will enjoy watching it. Even today, Zakir Hussain says people use <keyword id="9297050" type="PERSON" weightage="20" keywordseo="waah-ustad">Waah Ustad</keyword> when he performs and he secretly cherishes being called that,” shared Pops. Saint Gobain’s Invisible Glass This was an ad that Saint Gobain did in around 2000. At that time, Pops was a part of Lintas. On a trip to their Chennai office, he discovered that the creative team there had spent all the money that the client had given them on the announcement of a factory inauguration on double spread newspaper ads. And the remaining money was then used on newspaper campaigns announcing a visit by the French ambassador. “That’s when I realized they had used up their 2 years’ budget in 2 days. I felt very bad and asked the team to take me to the client. Lintas is the most audacious agency I’ve ever worked with. I went to the client. B Santhanam was the Managing Director of the brand. And I apologized to him. I told him we had wasted the money and this is not the way we use available funds. I told him we needed to build the brand and make sure the right people know about your brand. There was a need to tell people about the products they were making, it was our job to turn those products into brands. So I told him, tell me what money you have and we will try and make up for the silliness we have done,” shared Pops. That’s how one of the brand’s most well-known campaigns in India came about. “We did this commercial at a time when the average cost of each commercial used to be between Rs 30-60 lakh. However, I produced this commercial for 6 lakh with one of the best directors we have, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>. We shot the ad in Renaissance Hotel in Powai. The woman in the ad was actually a carpet exporter with a permit to work. She did the film almost for free. The two men in the ad are actually cooks in roadside carts. We virtually spent nothing on the ad, we had actors, we created an original music track. Suzanne Caplan Merwanji, who is one of the most well-known production stylists in Bollywood styled the film for us. Everybody did it because I said there was no money, and they wanted to do it for me. Ram used to call it a Pops Relief Fund,” added he with a laugh. The strategy was to own a generic benefit and talk about what they are good at. The strategy worked, and did wonders for the brand. “We shot the ad in less than 8 hours but it went on to make them one of the most successful brands in the company. We wanted to make it look international because it was the first time a brand came to India and said it wanted to look international. Otherwise most brands would say they wanted to sound and look Indian. But we had to desperately do this because a lot of dealers used to think that its an Indian company and they used to think the name of the company was Sant Gobin and that it was a Ludhiana-based company. So we added that international touch and the ads that followed also had a bit of an international look and feel,” added Pops. On <keyword id="6375200" type="UNKNOWN" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>’s Fevicol Bus ad While every episode creators talk about three ads they have worked on, Pops said he also wanted to talk about one of his most favorite ads of all times. And that’s how we got talking about Fevicol’s Bus ad, that has to be one of the most iconic ads created by Piyush and <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword> for brand Fevicol. “I love advertising and I consider myself belonging to the family of Indian advertising. This is one ad I have loved because of the craft of it. All Fevicol ads are brilliant but this craftsmanship is flawless. That year when this campaign was released, I was a part of a lot of international juries and I had spoken about the culture of India and why this was so relevant and I defended the ad at a lot of juries,” he reminisced. About what he found unmatched about this ad, Pops said, “Apart from the colourful world that the ad creates, there are a few more things I like about the ad. The ad was shot in Pushkar which is a favorite place of both Piyush and Prasoon because its half the coloufulness of Rajasthan and half desert. But there were a lot of stories. There were close to 120 people sitting on that bus, with animals as well. But it wasn’t just about getting people, it was also about placing people where they were placed. The bus needed to sway to make the entire thing more beautiful. They could only shoot for 3-4 hours in the day to get the perfect light. So to get the sway, they dug the road, but it did not exactly sway. They then put speed breakers but even that did not make the bus sway the way Prasoon wanted it. Then they went and created ditches on alternate sides, leaving some gap. And that’s what made the bus sway the way it did in the film.” The effort which went into making the campaign made it what it is, and even today Fevicol’s Bus ad is one of the most iconic gems to come out of Indian advertising.

#BTSwithInsiders: When KV Sridhar spoke to us about the ads closest to his heart

<ul><li>In our latest episode of BTS with Insiders, <keyword id="6375200" type="UNKNOWN" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>, Chief Creative Officer Worldwide, Ogilvy, talks about four actors, <keyword id="16207" type="PERSON" weightage="20" keywordseo="Irrfan-Khan">Irrfan Khan</keyword>, Pushpa Joshi, <keyword id="2717040" type="PERSON" weightage="20" keywordseo="Atmaram-Bhende">Atmaram Bhende</keyword> and <keyword id="2026942" type="PERSON" weightage="20" keywordseo="Asha-Bhende">Asha Bhende</keyword>, would are no longer with us but who created magic in some campaigns created by the ad guru.</li><li>Pandey shares some stories from each of the three ads, while also making an appeal to younger creative professionals to be open to identifying new actors.</li></ul>Last week we collectively grieved the loss of two stalwarts who made a huge impact on Indian cinema, Irrfan Khan and <keyword id="6357910" type="PERSON" weightage="20" keywordseo="Rishi-Kapoor">Rishi Kapoor</keyword>. When I reached out to Piyush Pandey, Chief Creative Officer Worldwide, Ogilvy, for our weekly chat show, BTS with Insiders, we initially wanted to talk about three ads that he had worked on over the course of his career that he held close to his heart. However, considering how the week had panned out, Pandey was mourning the loss of the two actors too, and it only seemed fitting that we speak about some of the gems he had created over the years, not just with Khan but also with a few other actors. Episode 3 of BTS with Insiders saw us talking to Pandey about Irrfan Khan, who was the face of Hutch and acted in around 18 ads for the brand, Pushpa Joshi, who took the nation by storm just by a few seconds of her presence as a kabaadiwaali in Fevikwik’s recent ad, and actors Atmaram Bhende and his wife, Asha Bhende who were a part of SBI Life’s campaign, close to 10 years back. Each of the four actors had something in them that took the stories Pandey wanted to tell, and turned them into unforgettable gems. Irrfan Khan - Hutch When Ogilvy wanted to create a series of ads talking about Hutch’s new recharge packs, and the agency wanted the ad to speak the language of the common man, simply to make it more relatable, and to drive its simple point across, that Hutch will give you the most value for your money. Ever since the passing away of Khan, people across the country, in their numerous tributes to the actor have mentioned about his portrayals being relatable. He made us feel that he was one of us. It was perhaps this quality that made V Mahesh and Rajiv Rao, along with the Hutch team decided to cast Khan in the ads. “Irrfan was not a masses man only through his cinema. He was a fantastic symbol of a common man, and an amazing actor. Rajiv and Mahesh, along with Shashanka Chaturvedi (aka Bob) of Good Morning Films who directed the films thought of Irrfan,” shared Pandey. The brand and agency had initially thought of coming up with 3 films. “We ended up doing 18 eventually,” shared Pandey with a laugh. “Everybody loved him because he was so credible and amazing,” he added. What made the ads memorable was the fact that they were written the way a common man speaks. “And while I was not present at the shoot, I am pretty certain that Irrfan would have added his bits to it. You cannot work with a big actor without using his abilities beyond acting because they come up with the little things that add magic. And magic is exactly what he created. Today, when he is a lot more popular, one could have done a lot more with him but in those days, he was not known to billions of people because that wasn’t exactly his kind of cinema. And yet, he walked in and stole the show, every single time,” said Pandey. He also shared that he kept making plans with Irrfan to meet up in Jaipur, which is where both of them grew up, but it never really materialized. “We made a whole lot of plans to fly kites together in Jaipur but unfortunately the opportunity never came, and he flew away from our midst,” said Pandey. Pushpa Joshi - Fevikwik Pandey has been weaving magic for one of Ogilvy’s oldest clients Pidilite for years now. Who can forget some of the old gems created for brands like Fevicol and Fevikwik. Bharat Puri. Managing Director at <keyword id="260169" type="COMPANY" weightage="20" keywordseo="Pidilite-Industries">Pidilite Industries</keyword> often says that Ogilvy isn’t really a creative partner for them, rather they almost are the owners of the brand. It is perhaps this confidence in Pandey and his team that made Pidilite agree to casting octogenarian Pushpa Joshi, who played the role of a kabaadiwaali, in Fevikwik’s recent adorable campaign and wooed the entire nation with her endearing charm. It was Pandey’s brother <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword>, who thought of casting Joshi in the ad. “Pushpaji was cast in the ad with a bit of difficulty, with due apologies to my young clients at Pidilite. They were apprehensive because how you can get somebody so old to act? And my brother Prasoon Pandey who directed the ad said, ‘There’s no retirement age for a kabadiwali’. When she came to the set though, Prasoon himself was a little worried because she arrived in a wheelchair. But soon she just picked up and gave us the performance of a lifetime. The ad took the nation by storm just because of what she did and what the director did with her,” shared Pandey. While Pushpa Ji, as everybody lovingly called her, won everyone’s hearts just by coming on the screen for a few seconds, Pandey rued the fact that they had not discovered her earlier. “I don’t recall seeing Pushpa Ji in any other ad. Maybe we weren’t really good at sourcing her. We didn’t find her earlier enough but when we did, she left us with the impression of a lifetime. For our younger audience, there’s a lesson here. It’s never too late to start. If you have a talent, just go out and play. You never know, you might find that the years were never lost and that you can make up for them in one shot,” added Pandey. Atmaram and Asha Bhende - <keyword id="194127" type="CITY" weightage="20" keywordseo="SBI-Life-Insurance">SBI Life Insurance</keyword> Atmaram Bhende was a well-known face in Marathi movies and theatre. However, people in the rest of the country discovered this veteran actor in Lage Raho Munna Bhai as one of the many adorable people staying at the old age home that the entire movie revolved around. Atmaram Ji along with his wife, Asha Bhende, had been a part of SBI Life Insurance’s campaign, ‘Heere Ko Kya Pata’ close to 10 years back. This simple, slice of life conversation between an elderly couple was brought to life by these two effortless actors. What also makes this campaign doubly special is the fact that it is based on a conversation Pandey had with his mother. “The story of this ad is inspired by a conversation I had with my mother. She wanted to own a diamond but never asked us for it. She had a lot of self-respect. One day our sisters told us about her secret wish to us but we weren’t very affluent at that point of time. So we went and bought a pair of earrings for her. Prasoon paid for one and I paid for the other. When we gave it to her, she had said, ‘Iss umr me kahan pehenungi main heera? (Where will I wear a diamond at this age?). That stayed with me and when I created the ad, I added the line, ‘Heere ko kya pata tumhari umr, (The diamond doesn’t really know your age), at the time of writing the film. When we were casting, my brother said that nobody can perform this better than Atmaram Ji and Asha Ji,” he reminisced. Before ending the conversation, Pandey also made an appeal to the advertising industry, asking them to give new talent a chance. “Our younger audience and professionals in the industry should never forget that there are some fantastic actors around who have the capability to make your script ten times as good from where you wrote it. And as I pay my tribute to all these four fantastic artists for giving our industry a touch of their magic, I would ask the younger generation to identify such actors, use them well and give them the opportunity. So look for more of such people and make our industry look better by using these stalwarts,” he concluded.

When Piyush Pandey paid tribute to Irrfan Khan, Pushpa Joshi, Atmaram and Asha Bhende, stalwarts we lost in the last few years

<ul><li>The daily wage earners from different parts of the country are bearing the brunt of the lockdown and SPN and <keyword id="413856" type="COMPANY" weightage="20" keywordseo="Kalyan-Jewellers">Kalyan Jewellers</keyword> have started an initiative to support their families.</li><li>To announce the initiative, prominent actors from across the country came together to work on a short film titled Family.</li><li>The film has been remotely directed by <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword>.</li></ul><keyword id="3205208" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Networks">Sony Pictures Networks</keyword> India and Kalyan Jewellers, along with actor <keyword id="6357912" type="PERSON" weightage="20" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> have started an initiative, 'We Are One', through which the monthly ration of 1,00,000 households across the country will be funded. Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation. Furthermore, monetary help has also been extended to those in need. To unveil the initiative, actors from different parts of the country including Bachchan, Rajnikanth, <keyword id="6357861" type="PERSON" weightage="20" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword>, <keyword id="1655" type="PERSON" weightage="20" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword>, <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar, <keyword id="96633" type="PERSON" weightage="20" keywordseo="Prosenjit-Chatterjee">Prosenjit Chatterjee</keyword> and <keyword id="1071287" type="PERSON" weightage="20" keywordseo="Diljit-Dosanjh">Diljit Dosanjh</keyword> came together for a short film titled Family. The film spoke about the importance of staying at home while also the need to support the daily wage workers who are being severely impacted due to the lockdown. <div type="Youtube" id="ju7ku--S6F4" title="#Family - A Made At Home Short Film" thumbUrl="https://i.ytimg.com/vi/ju7ku--S6F4/mqdefault.jpg"></div> Conceptualized and virtually directed by Prasoon Pandey in collaboration with Bachchan, the movie was shot from each actor’s house. Speaking about the initiative, NP Singh, Managing Director and CEO, SPN said, “In trying times, we have to collectively front and face issues that affect the industry. So, as part of its CSR outreach, SPN has taken the initiative of working alongside Amitabh Bachchan and Kalyan Jewellers to support the households of daily wage earners of the Indian film and television industry. SPN’s support will ensure that at least 50,000 workers and their families have their home supplies for a month. Additionally, this film made by Prasoon is very special since it has been virtually directed. Like-minded celebrities have come together in this short film, which we are delighted to premiere on all channels of our network and on SonyLIV. While the times may be tough, the human spirit is resilient &amp; strong, and this film captures that essence.” TS Kalyanaraman, Chairman &amp; MD, Kalyan Jewellers added, “We are witnessing an unprecedented global pandemic, and in these very testing times we have decided to support the initiative of Amitabh Bachchan and work alongside him and Sony Pictures Networks India to support the households of 50,000 daily wage workers and their families by providing them with supplies for a month. The Film being made is very special as it brings together all the best creative minds of our Industry.”

Sony Pictures Networks India and Kalyan Jewellers’ initiative to fund monthly ration of 1,00,000 daily wage workers from the entertainment industry

Mumbai, Apr 7 () Megastar Amitabh Bachchan has unveiled a short film, "Family", which talks about the importance of staying at home, maintaining hygiene and social distancing in the times of the coronavirus pandemic."Family", which has been conceptualised and virtually directed by Prasoon Pandey, also features Rajinikanth, Ranbir Kapoor, Priyanka Chopra Jonas, Alia Bhatt, Diljit Dosanjh, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar and Prosenjit Chatterjee.Bachchan posted the film on his official Twitter handle, saying, "When you see that the cause is greater than the idea you dreamt of, there is just immense joy and gratitude for all my colleagues and friends in the making of this historic effort. We are one and we shall overcome. Jai Hind!" The made-at-home film, which aired across Sony Networks on Monday night, chronicles a family's effort to find a misplaced pair of sunglasses belonging to Bachchan's character.At the end of the short, the 77-year-old actor said artistes from several industries came together to make the film, but no one stepped out of their house."Every artiste shot their own section in their own house. You too, please stay indoors. That's the only way to keep yourself safe from the dangerous coronavirus. Stay indoors, stay safe."On Sunday, it was announced that Bachchan has pledged monthly ration to support 1,00,000 households of daily wage workers belonging to the All India Film Employees Confederation who were severely affected by the 21-day lockdown to combat the coronavirus pandemic.The actor called Indian film industry as a united family but said there is another "huge family" which supports and works with them -- workers and daily wage earners."They are facing great difficulty due to the lockdown. We all have come together and teamed up, with the help of sponsors and TV channel, to raise a fund. This fund will be distributed to our workers and daily wage earners to provide them with some relief in these tough times," Bachchan said. The initiative is supported by Sony Pictures Networks India and Kalyan Jewellers. JUR RB BKBK

Bachchan teams up with Rajinikanth, Ranbir, Alia for short film on social distancing

Mumbai, Apr 5 () Megastar Amitabh Bachchan has pledged monthly ration to support 1,00,000 households of daily wage workers belonging to the All India Film Employees Confederation amid the coronavirus pandemic.The initiative will be supported by Sony Pictures Networks India and Kalyan Jewellers. "Given the unprecedented nature of the situation we are in, an initiative undertaken by Mr Bachchan, 'WE ARE ONE' has been supported by Sony Pictures Networks India and Kalyan Jewellers, through which the monthly ration of 1,00,000 households across the country will be funded," a statement released by Sony Pictures Networks on Sunday read."Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation. Furthermore, monetary help has also been extended to those in need," it added.However, there was no information till when these daily wage workers will receive monthly ration from the donators. NP Singh, managing director and CEO, Sony Pictures Networks India, said as part of its CSR outreach, SPN took the initiative of working alongside Bachchan to support the households of daily wage earners of the Indian film and television industry. Bachchan, 77, has been hosting the reality game show "Kaun Banega Crorepati" for Sony since 2010."SPN's support will ensure that at least 50,000 workers and their families have their home supplies for a month," he added.Along with this, Bachchan will also feature in a short film "Family", which has been conceptualised and virtually directed by Prasoon Pandey."Family", which talks about the importance of staying at home, maintaining hygiene and social distancing, also features Rajinikanth, Ranbir Kapoor, Priyanka Chopra Jonas, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar, Prosenjit Chatterjee, and Diljit Dosanjh.The short film will telecast across Sony Network on April 6."Family" aims to capture the resilience of human spirit amid tough times, Singh added. JUR RDS SHD RDSRDS

Amitabh Bachchan to provide monthly ration to 1 lakh daily wage workers

Mumbai, Apr 15 () Bollywood celebrities such as director Onir, actor Sunny Leone and author Tahira Kashyap are utilising their time at home during the national lockdown to keep the creativity flowing: from making short films, creating web shows to narrating fictional stories, all on the Internet.With cinema halls shut and all production suspended due to the coronavirus, there has been a boom in content for online platforms.Actors are going live on Facebook and Instagram to interact with fans, and musicians in the country are performing online gigs to ease the tension. Some, like Sunny, have also started a digital chat show.Tahira was one of the firsts to start a video series titled "The Lockdown Tales", where she narrates mini fictional stories - aided by sound effects - on Instagram. So far, the writer has uploaded four stories, chronicling the lives of people through fictional characters who have been affected by the lockdown.The idea to take to the digital storytelling was the "most natural" for her, she said. "It wasn't only because of the lockdown. I had to bring forth my most creative self. I was overwhelmed with the situation. I was oscillating between being hopeful and devastated, knowing what all is happening. Each one of us is living these moments and I wanted to put words, memories and stories to these moments," Tahira told .Actor Shreya Dhanwanthary of "The Family Man" fame, decided to make her directorial debut with the micro-series "A Viral Wedding: Made In Lockdown". The made-from-home series follows the story of a social media influencer (Shreya), who refuses to cancel her wedding due to the lockdown."I thought of doing something on the current scenario. Nobody had ever thought that the entire world would be on pause mode. This is unprecedented. It is an attempt to reflect on the reality of the situation in a light-hearted way through this micro-series," Shreya said.The actor believes the shot-at-home format could possibly become a new "avenue" for the entertainment industry. "We are thinking about newer ways to entertain people," she said. Onir has started inviting budding filmmakers to utilise their time in the lockdown by making short film indoors, which he and frequent collaborator-actor Sanjay Suri will judge.Onir was surprised by the response - it grew in numbers every week - and said the whole idea was to engage people in something creative."For me it started with 'Lockdown Diaries' where everyday I was putting out videos of cooking and various things I'm doing. I thought why not extend this. I'm anyway doing my own videos, which are motivational, but a lot of people -- actors and filmmakers -- approach you on social media. "I thought this is a good time to do something from home. This is a good way to look for talent also at the same time you're giving something for people to do, to engage themselves," Onir said. The sentiment to "mobilise creative minds to express different aspects of these times" was what made Suri come on board."It's wonderful that people are able to create in such trying times. Perhaps the most touching stories in recent times will emerge from these feelings. Be it short stories, inspirational videos with workouts, cooking recipes or even live session counselling or chats that people have been doing. "Many may critique it, but I feel these may inspire, educate, sensitise or even purely entertain someone somewhere positively," the actor-producer said.Recently, ad-filmmaker Prasoon Pandey virtually directed the short film "Family", which featured stars like Amitabh Bachchan, Rajinikanth, Ranbir Kapoor, Alia Bhatt, Priyanka Chopra Jonas, Diljit Dosanjh among others.When Prime Minister Narendra Modi announced the lockdown last month, Prasoon felt it was the right time to do something."We were all trapped, if you look at it, and there was no point in just sitting and waiting. I started writing and several ideas came to me. I just wanted to use this time to convey a larger point - to send across a social message using entertainment, through TV and the Internet," he added. JUR KKP RDS RDS BKBK

Filmmakers, actors embrace digital storytelling during lockdown

Cell phones and the digital revolution in India have impacted our lives in many ways. Today many of us would ideally prefer to Chat or ‘WhatsApp’ with our family members more often than talking to them in person. 
 To take a dig at this generation, and for emphasizing the importance of having stronger family ties sans technology, <keyword id="14750" type="PERSON" weightage="20" keywordseo="SAB-TV">SAB TV</keyword> has launched the <keyword id="2716383" type="UNKNOWN" weightage="20" keywordseo="DigitalDividesSABUnites">#DigitalDividesSABUnites</keyword> campaign. 
 
The campaign features a film conceptualized by Soho Square Mumbai. 
 
As part of its #DigitalDividesSABUnites campaign, this film makes its point in Bollywood style; with the help of song and dance. The TVC smoothly dovetails the brand promise, puts SAB TV right in the centre of the solution to the growing ‘digital obsession’ malaise, and closes with the channel positioning, “Asli Mazza SAB ke Saath Aata Hai.” 
 The ad film, which went live on 31st January, is directed by Prasoon Pandey of <keyword id="546977" type="COMPANY" weightage="20" keywordseo="Corcoise-Films">Corcoise Films</keyword>. 
 Anooj Kapoor, Senior <keyword id="373820" type="POSITION" weightage="20" keywordseo="EVP-and-business-head">EVP and Business Head</keyword>, SAB TV, said, “Our film takes a light-hearted dig at how the virtual world is beginning to overpower the real world which we inhabit. The fact that the virtual world has made us individualistic and introverted is nicely contrasted with how SAB continues to make us extroverted and re-enthuses us to bond with our family through fun and entertainment.” 
 
The campaign will run across TV, DTH, Cinema Halls, Digital and on-ground events. 
 
The channel, after the recent demise of celebrated cartoonist RK Lakshman, created a program called R K Laxman Ki Duniya—it was based on the books and works of R K Laxman, attempted to capture episodes and incidents involving happenings in the life of the common man. 
The show represented the character's hopes, aspirations, troubles and weaknesses in day-to-day life as depicted by R.K Laxman over the years. As an expression of gratitude and to honour the eminent cartoonist, SAB TV brings back R.K Laxman Ki Duniya this Saturday from 11:30am to 1:30pm. 
 
However, despite attempts to grab a bigger mindshare among the Indian TV viewers, SAB TV’s ratings continue to slip. As per TAM ratings, last week, the channel’s ratings dipped to 305 million GVTs (Gross Viewership in Thousands) as compared to 318 GVTs the corresponding week.

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#BTSwithInsiders: When KV Sridhar spoke to us about the ads closest to his heart

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When Piyush Pandey paid tribute to Irrfan Khan, Pushpa Joshi, Atmaram and Asha Bhende, stalwarts we lost in the last few years

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Sony Pictures Networks India and Kalyan Jewellers’ initiative to fund monthly ration of 1,00,000 daily wage workers from the entertainment industry

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Bachchan teams up with Rajinikanth, Ranbir, Alia for short film on social distancing

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Amitabh Bachchan to provide monthly ration to 1 lakh daily wage workers

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Filmmakers, actors embrace digital storytelling during lockdown

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SAB TV takes a dig at the Internet generation

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