Mumbai : Discovery Communications India (DCIN) is offering their bouquet of 9 channels at only Rs. 8. And to announce this – that Discovery continues to be the ‘the window to the world’ at such an attractive price, DCIN needed this ‘virtue of exploration’ to be delivered in a simple yet charming way. Collaborating on this project was a fun and fruitful ride for both Taproot Dentsu as well as DCIN.
Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Our challenge lay in landing a tactical, price-point related message without losing the brand essence of exploration that Discovery epitomises. Using the visual device of binoculars flipping to the number 8 was, to our minds, a simple, engaging way to drive home the point effortlessly. Hopefully people will find something new about the ad every time they see it, just like they will learn something new every time they will watch a channel from the Discovery Pack.”
Speaking about the campaign, Vednarayan Sirdeshpande, Director Original Content & Marketing, Discovery Communications India said, “Discovery endeavours to tell stories that makes you learn more about your world and open new worlds. It becomes the road that bridges audience curiosity around topics, passion points, people and places. The communication aims to establish the brand as the catalyst in giving audiences the ‘window to the world @Rs. 8 with an interesting visual device that is memorable. It also emphasizes on our network brand offering, a plethora of content choices at the most appropriate price.”
YT link to master film:
Credits:
Creative agency: Taproot Dentsu
Pallavi Chakravarti – Executive Creative Director
Gauri Burma – Copy Supervisor
Ayesha Ghosh – General Manager
Ambalika Sen – Account Director
Ekta Shah – Sr. Account Executive
Production House: Curious Films
Director: Aarthi Kakkad
Producer: Shahzad Bhagwagar
