Taproot’s ‘sexy’ humour for Fox Movies

01 Jun,2012

By A Correspondent

The new campaign being aired for Fox Movies Premium, an Asian movie channel owned byÂ Fox International Channel, subsidiary ofÂ News Corporation has created a lot of buzz. The campaign was created for the Thai market, and the film was shot inBangkokwith some lead actors from their TV industry.

Santosh Padhi, Chief Creative Officer & Co-Founder TaprootIndiasaid: â€œThe brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic but theÂ challengeÂ was how to say it in a way that Fox Channel is on the top of the audiencesâ€™ mind. We thought whatever we say had to be entertaining in the first place, which is why one watches the movies, hence a humorous approach. And since itâ€™s targeted for the Thai audience, the second challenge was a very distinctive humor as they are known for their mad humors. We decided to highlight the problem. The whole idea of the campaign or creative device is based on the behaviorÂ of the person who watches movies with subtitles.â€

Razneesh Ghai, film director, Asylum Films said: â€œThe rampant usage of subtitles has taken away the cinematic experience of watching films. It has now become a habit to read the subtitles, taking your eyes off the action. We took this simple problem and highlighted it in a funny manner. The humour in the film is very subtle and not in your face. Also, there had to be a simple thread of communication to convey it to a global audience (since subtitles are everywhere!).â€

Manan Mehta, Managing Partner TaprootIndiasaid: â€œEnglish language channels had struck a chord with the audience in non-English speaking markets due to subtitling. Of course, the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come closer to their audience. Thus, this campaign was conceptualized with the brief of making the audience aware that Fox Channel is available inSouth East Asiain regional language.

From January 1, Star Movies was rebranded Fox Movies Premium and was available inHong Kongand selected Southeast Asian countries. InIndia,China,Vietnam,Middle East,Taiwanand thePhilippines, the Star Movies brand will continue to be the same.

TaprootIndiahas been handling Fox International Channel for theSouth East Asiamarket for last few years.

CREDITS:
AgencyÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â TaprootIndia

Creative DirectorÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Santosh Padhi, Agnello Dias
WriterÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Santosh Padhi

Account ServicingÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Manan Mehta

DirectorÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Razneesh Ghai ( Razy )

ProducerÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Anju Vaswani

Associate ProducerÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Bhavna Singh

EditorÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Jay Chandran

Sound DesignÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Joseph George

THAI CREW

Line ProducerThailand( Picnic Features)Â Â Â Â Kornpanote Semros

Director of PhotographyÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Sinthop Sophon

Art DirectorÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Achira Nokthet

Taproot’s ‘sexy’ humour for Fox Movies

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