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<ul><li>Our weekly virtual chat features some of the most loved creative heads and directors who take us on a walk down memory lane, talking about some of the most talked-about and well-appreciated ads they have worked on.</li><li>In the latest episode, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>, Founder and Director, Equinox Films spoke to us about Amazon’s Kindle Paperwhite film, <keyword id="2510610" type="PERSON" weightage="20" keywordseo="Airtel-Wynk">Airtel Wynk</keyword>’s ad and Happydent’s well-known Palace campaign.</li></ul>For Ram Madhvani, Founder and Director, Equinox Films, the world of advertising has been a great teacher. While the ad world helped people meet people who have all become a very important part of his life, including his wife, Madhvani, during a recent conversation said that advertising had also taught him work ethic. “I get a sense of responsibility from the world of advertising. Here things happen on time. Apart from that, I have also learnt a lot about communicating with the audience and the idea that its about what you say, how you say it and how you make people feel. I have learnt a lot of the craft of reaching out to the public, thanks to advertising,” said Madhvani, on the latest episode of BTS with Insiders. Madhvani who is known for his feature films including Neerja and Let’s Talk is also credited with directing some of the most loved ads in recent times that include multiple ads for Airtel including Har Ek Friend Zaruri Hota Hai, DOcomo, Coca-Cola, Asian Paints and Bisleri among many others. On BTS with Insiders, Madhvani spoke about 3 ads that he holds dear. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Amazon’s Kindle Paperwhite More than a year after Amazon launched Kindle in India, it came out with a campaign to introduce Indian consumers to the e-reader through a long-form film. The ad was a celebration of people who love stories and books and depicts the joy of reading through the journey of a young man who travels to a village to leave children spellbound with the stories he narrates to them, the same stories he reads on his Kindle device. Speaking about why the campaign was special for him, Madhvani said, “Since Kindle is all about stories and filmmaking is all about stories, the Kindle film was a demo film about stories. And that’s how we sold it to the client. It was a tremendously exciting opportunity for us too. The film had amazing music by Tajdar Junaid with lyrics and the voice of <keyword id="21050" type="PERSON" weightage="20" keywordseo="Swanand-Kirkire">Swanand Kirkire</keyword>. The ad has been shot real, without any lights. Many of the shots have been done without permissions, even the one on the plane. I was scolded by a lady on the plane too. We wanted to make the shots real. My producers were able to set this up in a way that we were able to do this in a very small unit.” The intent was also to make the film feel real and more like a documentary. “While the ad is shot in Sri Lanka, its not meant to look like Sri Lanka. We had to shoot there because we didn’t get permission in Lakshadweep. But I have this quest for the Indian eye. I wanted to understand what an Indian aesthetic is and I realized when you’re framing stuff, apart from it being emotional, its chaotic. The West has told us about the S curve, the rule of thirds or about minimal framing. I had all these conversations with <keyword id="3945289" type="PERSON" weightage="20" keywordseo="raj-deepak-das">Raj Deepak Das</keyword> who is a great motivator. He said, ‘We need a new language.’ So we decided all our frames should have foreground, mid ground and background and all the compositions are going to be chaotic,” he shared. The ad was well received and had over 5.3 million views on Amazon’s official Youtube channel in just 7 days and today Kindle is seeing a huge adoption among Indian readers. Airtel Wynk In 2014, Madhvani worked with Taproot on a campaign for Airtel’s music streaming app Wynk. The setting of the film was larger-than-life. It brought together over 700 musicians under one room and featured around 14 different genres of music. All the music featured in the ad were original compositions. The campaign also featured Sanya Malhotra. “A lot of this is thanks to Agnello Dias, Gopal Vittal and others from the marketing team of Airtel who allow us these acts of madness, believe these ideas and embrace them. That only comes due to the relationships you build with people. Great work comes from a certain creative greed and I can’t lead that. I can only smell that greed. I have realized great creative directors who want great work, people like Dias, Das, Prasoon Joshi and Sajan Raj Kurup, are all mast in their own creative zones and all I did was held on to their tail. In a way they are my co-directors,” added Madhvani. The film was shot in a day. All the musical parts were rehearsed and pre-recorded. “There were so many people, we had a lot of rushes and so many different genres of music. So it was a lot to handle. However, the entire team handled all of that really well and <keyword id="194866" type="PERSON" weightage="20" keywordseo="Hemant-Chaturvedi">Hemant Chaturvedi</keyword>, our director of photography, gave it a rock concert feel. It was also Sanya’s first ad. She came with a completely spontaneous, unfrazzled talent and I would love to work with her again,” added Madhvani. Happydent’s ‘Palace’ In 2015, Happydent’s Palace commercial was named as one of the World's 20 best ads of the 21st century by the Gunn Report. The ad was conceptualized by Prasoon Joshi and directed by Madhvani. Speaking about how Joshi’s grand vision was executed, Madhvani said, “Its great working with Prasoon because he has a poet’s mind. It was meant to be a montage film and we had presented a commercial in Delhi which wasn’t a great commercial. And I had thought he would never give me Happydent. But it was really nice of him to trust me. I asked him if we could make a narrative film rather than a montage and he agreed. It was tough. The music was done by <keyword id="73991" type="PERSON" weightage="20" keywordseo="Shantanu-Moitra">Shantanu Moitra</keyword> and the song was sung by Kailash Kher. Composers Vishal-Shekhar were in the next studio. When the duo came to see the commercial, they said they wanted to be a part of it. So they ended up giving the Qawwali claps in the film,” added Madhvani with a laugh. He also shared the day after the ad was released, Madhvani visited the Ogilvy office and he got a standing ovation there. “That was a really sweet moment. Also, Sameer Suneja (who is now the global CEO of Perfetti Van Melle) really supported us. We showed him an 85 as well as a 60 seconder because originally it was originally supposed to be 60 seconds long. But after watching the 85 seconder, he said he did not want to watch the other version. It took a lot of courage from the client as well as from Prasoon to back the idea and back me. So I take no credit except for just made sure that I executed it in a cussed kind of way,” explained Madhvani. While the shoot was supposed to happen in some palace in Rajasthan, it finally happened in Panvel due to lack of funds. However, that hardly affected the final outcome and the ad is still one of Happydent’s most iconic ads.

I take no credit for the Happydent Palace ad, except for making sure I executed in a cussed kind of way: Ram Madhvani

The <keyword id="6356641" type="General" weightage="20" keywordseo="times-of-india" source="Orion">Times of India</keyword>, the country's largest English newspaper, today launched the "Saving Our Stripes" campaign to raise awareness about the importance of <keyword id="76064" type="General" weightage="20" keywordseo="tiger-conservation" source="Orion">tiger conservation</keyword>. The campaign commemorates the 50th anniversary of <keyword id="6647049" type="General" weightage="20" keywordseo="project-tiger" source="Orion">Project Tiger</keyword>, a centrally-sponsored scheme that started in 1973 and aims to ensure the survival and maintenance of the tiger population in specially constituted tiger reserves throughout India. “This year marks the completion of 50 years of Project Tiger, a world famous conservation model and success story,” said Kaustuv Chatterjee, Director, <keyword id="6371459" type="General" weightage="20" keywordseo="toi" source="Orion">TOI</keyword>. “Times of India is giving the nation a popular film(s) and song on the occasion to drive home the importance of the project for future generations as well. Through this initiative, we are taking the message of conservation to the masses, signifying that tigers and forests are a national treasure and an inheritance for our children.” The “Saving Our Stripes” campaign has featured a variety of content across TOI’s print and digital platforms, including quirky contests, thought-provoking editorials, and a special Tiger Anthem curated by celebrated artists including Nalla Muthu (a national award-winning wildlife cinematographer) and Shantanu Moitra (composer and musician for Bollywood films like 3 Idiots and Parineeta). The Tiger Anthem showcases heartwarming images of pure love between a mother tiger and her cub, giving viewers a glimpse into their habits and the world they inhabit. The film traces their path to the serene tunes of Moitra, surreal lyrics by Tanveer Ghazi, and beautiful visuals capturing the power of emotion by Nalla. “The hearts of the toughest human beings will melt on seeing a tiger cub caressing its mother’s face,” said Moitra. “It will work because the song and visuals are from a cub’s perspective. I am hoping children will pick it up like the ‘lakdi ki kathi, kathi pe ghoda’ song of the 80s.” Elaborating on how music and films are the best mediums for communicating a message to people, Nalla said, “The minute you talk about tigers and poems, people remember William Blake’s ‘Tyger, tyger burning bright’ first. Using music or a narrative-driven medium like a feature film to convey a message can have a profound impact on an audience. Emotionally engaging content often resonates with people on a deeper level, making it more likely that they'll remember the message and potentially act on it.” When launched, Project Tiger covered nine reserves across 18,278 sq. km. Currently, there are 53 tiger reserves spanning 75,000 sq. km. Today, with 3,167 tigers, 75 percent of the global wild tiger population is in India. “The ‘Saving Our Stripes’ campaign is a call to action for all of us to do our part to protect these majestic creatures,” said Chatterjee. “By raising awareness about the importance of tiger conservation, we can help ensure that these magnificent animals continue to thrive for generations to come.” To learn more about the “Saving Our Stripes” campaign, visit <a href="http://www.savingourstripes.com">www.savingourstripes.com</a>. And watch the Tiger Anthem <a href="https://savingourstripes.timesgroup.com/ProjectTiger/tiger-anthem-films">here</a>. Disclaimer: Business Insider is a part of Times Bridge, a company of Times Internet Limited.

TOI's "Saving Our Stripes" campaign aims to raise awareness of big cat conservation

<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="269997" type="PERSON" weightage="20" keywordseo="Amer-Jaleel">Amer Jaleel</keyword>, Group CCO and Chairman of <keyword id="3391368" type="PERSON" weightage="20" keywordseo="MullenLowe-Lintas">MullenLowe Lintas</keyword> Group tells us some engrossing stories about campaigns he's done for <keyword id="46021" type="PERSON" weightage="20" keywordseo="Tata-tea">Tata Tea</keyword>, <keyword id="6616182" type="UNKNOWN" weightage="20" keywordseo="Lifebuoy">Lifebuoy</keyword> and <keyword id="47860" type="CITY" weightage="20" keywordseo="ICICI-Prudential">ICICI Prudential</keyword>.</li></ul> Nostalgia is a powerful tool, as we have witnessed in the last month and a half of lockdown. It was primarily this insight that made us start BTS with Insiders, a series that takes a walk down memory lane, and talks about some of the most <keyword id="3814561" type="PERSON" weightage="20" keywordseo="Iconic-Ads">iconic ads</keyword> that have helped build brands and tell wonderful stories. Last week, we spoke to Amer Jaleel, Group CCO and Chairman of MullenLowe Lintas Group, who has been instrumental in creating seminal work for a lot of brands. Over the years, he has created some award-winning work for brands Google, OLX, Maruti Suzuki, ICICI Prudential and Bajaj, amongst many others. Jaleel gave us an Insider’s view into a few campaigns he holds close to his heart. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Tata Tea’s Jaago Re Tea brands, for the longest time, sold on the refreshing proposition of its product. However, it all changed in 2008 when Tata Tea came up with Jaago Re, a campaign that wanted people not just to wake up but to awaken. What had started as a campaign to encourage people to go vote in the 2009 elections has now broadened its appeal and today talks about a lot of other issues too. It was perhaps one of the first campaigns in India that asked consumers to act, giving birth to citizen activism. “What is the most important thing about Jaago Re is that it sparked off the trend of socially responsible work. And this is something that we at Lintas really take pride in, making brands participate in social improvement. We were noticed all around the world for this work and many people have emulated this,” shared Jaleel. R Balki was also a prominent part of the campaign, shared Jaleel, who helped strengthen the idea of the campaign by adding a strong logic to the thought. Once they discussed the idea, Balki said to Jaleel, “You know, you have got this business because it is impossible for anybody to deny this,” he remembered. “It was one of those memorable moments of my life,” he added with a smile. “The funny part is, we cracked the idea for a tea ad sitting in a coffee shop,” he laughed. The first ad also featured actor Pankaj Tripathy, who was just starting out at that point of time. While there had been many auditions, Jaleel remembers being blown away by Tripathy’s audition. “In Pankaj’s audition, when he acted the line ‘Hum aapka vote maange aaye hain,’ he says he has come to request for people’s votes but with his hand, he made a gesture that would denote he is here to grab your votes. That struck me and I told our director Amit Sharma that we should use this in the ad. And that’s how we got Pankaj on board. I am sure he would have reached where he is today even without this ad, because he is extremely talented, but I am glad we were on to him pretty early,” shared Jaleel. The campaign went on to create wonders for the brand and is till today considered to be a game-changer. Lifebuoy’s Help A Child Reach 5 - Gondappa Over the years, Lifebuoy has been doing a lot in terms of spreading awareness around the importance of hygiene and washing hands, not just in India but across the world. And it wanted to come up with a campaign to showcase some of the on-ground work it had been doing. Thesgora, a small village in Madhya Pradesh was infamous for having one of the highest rates of child diarrhoea cases in India. The idea behind the campaign was to bring to light how a simple act of convincing people to wash their hands had a massive impact. “Lifebuoy told us that they’ve been doing this amazing work but people don’t really know of this work. They wanted something that would celebrate the work they were doing while also helping them promote the idea further. The objective itself was so inspirational that we had to do something really special,” shared Jaleel. Sagar Kapoor, the current Chief Creative Officer at <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, told Jaleel that he had thought of an idea that wasn’t like the regular Lifebuoy ads that they did. He told Jaleel about something called ‘maanta’ which is something that people do if their wish comes true. Kapoor shared many examples of people fasting or rolling on the ground while on their way to temples. He was thinking of what would a person who’s child turned 5 do to celebrate the fact. “That’s when Sagar said that someone like him could say that he would walk on his hands to reach the temple and thank him for this gift. And the idea of walking on hands and Lifebuoy and hand-washing and the importance of that just struck like a rocket in my head. And I told Sagar that he had cracked something so special that his career was made,” shared Jaleel. The shoot was carried out in a place somewhere near Hubli in Karnataka, in scorching sunlight. The team had to select 2 actors, one who featured in the film, and another one on standby, considering how difficult it was for anyone to walk on his hands for long distances. The crew had to go to the spot thrice to complete the shoot as the first time the actor gave up as he couldn’t keep walking on his hands and the second time the shoot was brought to a halt by rains. The song used with the film was a Tamil song which wasn’t translated into any other languages and was yet able to cut through language barriers. The team had once gone to China where the film was showcased and the video moved many Chinese women to tears. ICICI Prudential’s Bande Acche Hain ICICI Prudential’s Bande Acche Hain, came at a time when men’s image across the world had taken a serious beating, shared Jaleel. “However, while we read about men doing heinous crimes or watched about them on TV, we realized we don’t know any such man and that inspired us to think about men in this way. We wanted to show that men are also glorious in their own ways. The most important thing that touches you in this ad is that men who do these beautiful things don’t really want it to be acknowledged,” explained Jaleel. And that is exactly what helped strike a chord with the audience with many people immediately identifying with many of the scenarios that have been showcased in the ad. The music of the campaign, composed by music director Shantanu Moitra and beautifully penned by lyricist Swanand Kirkire also added to the magic. “What is special about the ad is that it is a woman singing about a men but the men aren’t exactly looking for any appreciation. They were just going about doing the acts of care that they would anyway do, without anybody coming to know. When it comes to the song, I had a very different idea because Bande Acche Hain sounded a little Punjabi and in my head, the song was something more boisterous. However when I reached the studio and heard what Shantanu had created, it just melted me. I don’t know anybody who hasn’t got affected by the music at the first hearing,” said Jaleel. What also made the film special were the everyday instances that the situations drew from, making it very relatable and possibly the reason why it found so much love from the audience.

#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain

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I take no credit for the Happydent Palace ad, except for making sure I executed in a cussed kind of way: Ram Madhvani

Samarpita Banerjee

TOI's "Saving Our Stripes" campaign aims to raise awareness of big cat conservation

BI India Partner

#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain

Samarpita Banerjee

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