Rupa Frontline releases new ad to promote voting
Rupa, India’s No.1 knitwear company, has released a new TVC, created by Scarecrow Communications Mumbai, featuring its flagship brand Frontline Innerwear.
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 ) there was potential 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. The new tagline – ‘Raho duniya se ek kadam aage’ (Stay a step ahead of the world) takes the brand thought one step further and the TVC tackles ways to boost the voting percentage and promote the turnout in elections in the country.
The sound track 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 (the 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 you. 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 the limitlessly talented actor, music director, lyricist, singer and scriptwriter, Piyush Mishra.
Mukesh Agarwal, Director Rupa, says, “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.”
Manish Bhatt, Founder Director, Scarecrow Communications said, “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.”
Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications added, “Previously, Sabse Aage, was the positioning of Frontline. While the previous films used humour as the plank, with this film we have tried to bring the positioning to life and give the Frontline man a definitive personality. The new tagline ‘Raho duniya se ek kadam aage’ sums it up perfectly”.
Kapil Tammal, Executive Creative Director, Scarecrow Communications said, “We’ve tried our best to keep the action very real. Exaggeration helps in humour, but not in courage. We did an intensive recce to choose the right locations and camera angles to stage the intense drama.”
Sarvesh Raikar, Creative Director, Scarecrow Communications commented, “The 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.”
Credits – Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Sushant Dharwadkar, Ankit Dembla. Account Management Team: Arunava Sengupta, Khadija Attarwala. Director: Gajraj Rao, Code Red Films. Singer: Piyush Mishra. Music: Rooshin Dalal, 4D Studios. Sound Engineer: Kunal Dabholkar, 4D Studios. DOP: Harendra Singh, Hari.