AdStrat: Rupa Frontline – Sabse Aage

21 Jan,2013

Manish Bhatt, Founder Director, Scarecrow Communications


Name of the Campaign/Ad: Raho duniya se ek kadam aage.


The Brief: Indifference towards voting has been an unresolved issue in India and the election statistics over the years prove the same. Taking forward the former tagline of Frontline – Sabse Aage (Ahead of everyone), the agency had to give the brand positioning a new dimension, which would not just serve as a brand message per se, but throw light on a larger social cause.


Research insights: Says Manish Bhatt, Founder Director, Scarecrow Communications, “Apathy towards voting has been a chronic problem. If you look at India’s election statistics post independence, almost half of the country never turns out to vote. We saw a poignant issue, which Frontline as a brand could associate with and give a new dimension to its communication.”


The thought process behind the creative: Earlier, Sabse Aage was the positioning of Frontline. While the previous films used humour as the plank, with this film the idea is to bring the positioning to life and give the Frontline man a definitive personality. The new tagline – ‘Raho duniya se ek kadam aage’ (Stay one step ahead of the world) – takes the brand thought one step further and the TVC positively tackles ways to boost the voting percentage and promote the turnout in elections in the country.


Media vehicles chosen: TVC-led.


Key issues kept in mind while executing the ad: One thing kept in mind while executing was to keep the action very real. Exaggeration helps in humour, but not in courage. An intensive search was done to choose the right locations and camera angles to stage the intense drama.


Besides, sound was a critical and tough part of the film. Both the composer and singer, Piyush Mishra, have done a fantastic job of weaving together the grunge (necessary to the drama) and the quintessential melody of the song, seamlessly.


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What is the differentiating factor about the ad: The soundtrack of the TVC is crafted from the originally composed Bengali patriotic song ‘Ekla Cholo Re’ (If no one responds to your call, then go your own way alone) written by Rabindranath Tagore (legendary Indian poet, writer and composer who was the first non-European winner of the Nobel Prize in Literature and also the composer of the Indian National Anthem – Jana Gana Mana) in 1905.


The thought behind the song was to press the listener to continue one’s journey alone, even if there is no one to support. The soundtrack of the TVC has been recomposed by Rooshin Dalal and the film has been directed by Gajraj Rao from Code Red Films. The new version is sung by Piyush Mishra.


Client comment: Mukesh Agarwal, Director Rupa, said, “Frontline is our flagship brand, and we were very keen to take its communication a step further. The story not only helps us reinforce the core brand thought but, for the first time, also helps us connect with the society and give out a meaningful message.”


– Tuhina Anand


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