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 by Fox International Channel, subsidiary of 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: “The brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic but the challenge was how to say it in a way that Fox Channel is on the top of the audiences’ 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 it’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 behavior of the person who watches movies with subtitles.”


Razneesh Ghai, film director, Asylum Films said: “The 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!).”

Manan Mehta, Managing Partner TaprootIndiasaid: “English 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.


Agency                                                            TaprootIndia

Creative Director                                            Santosh Padhi, Agnello Dias
Writer                                                              Santosh Padhi

Account Servicing                                           Manan Mehta

Director                                                           Razneesh Ghai ( Razy )

Producer                                                          Anju Vaswani

Associate Producer                                         Bhavna Singh

Editor                                                              Jay Chandran

Sound Design                                                  Joseph George



Line ProducerThailand( Picnic Features)     Kornpanote Semros

Director of Photography                                  Sinthop Sophon

Art Director                                                    Achira Nokthet


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