Mansoons Across the Country

“The arrival of the monsoons across the country gave us a topical and relevant starting point for this ad,” he avers, attributing its success to “the complete believability of the storyboard.” Shot in Goa at ND Studio at Karjat over a period of three days by Shoojit Sircar of Red Ice, Chax remembers an interesting facet about the filming of this commercial—“You know, it never rained when we needed it, and poured when we didn’t,” he says with a grin. The script was penned jointly by Chax and Ajay Galhaut (Creative head of Rediffusion DY&R, New Delhi) and the ad has scored for its impeccable casting and natural setting. Simplicity in thought and clean execution has made this one stand out amidst the clutter. Airtel continues to “Express itself”…

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)