By: Dentsu Communications
As a lady is taking pictures of the gateway of india in Mumbai, she notices huge airborne vehicles carrying an industrial unit. It then becomes apparent that the futuristic transporters are lifting and Shifting factories, refineries, windmills, commercial buildings and even the Bombay stock exchange out of the city. As the giants move toward an out-of-town spot, the voice over begins about what it takes To put the best investment choices at your doorstep. The film ends with a man with the trading portal on his laptop smiling at the arrivals.
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Wear your seat belts, we have some mighty visitors coming over. Interestingly, they’re not coming from where you might have expected them from — cola planet or the automobile galaxy; but this Armageddon-styled machines taking over Mumbai are funded by a website that helps you invest and trade in stocks. Let us explain.
ICICI, the second-largest bank in India comes with the baggage of Amitabh Bachchan doing namaskar in a kurta, of happy fathers insuring their daughters et al. But the product being sold here isn’t for everyone — a portal that’s the intermediary between you and the Bombay Stock Exchange, but offers expertise and hitech value-adds in the process. Despite the portal’s ‘2.7 million customers’, a makeover was needed and ‘mega moves’ delivered just that and more.
‘Wow, seriously?’ is one emotion that hits the viewer through this 45-seconder, because truth be told, we haven’t seen such slick computer graphics and GFX in an Indian ad film before. The mega-machines carrying various buildings are stunning, the execution is breathtaking, and despite a couple of cliché shots we’ve seen in a dozen Hollywood films before, the ‘hugeness’ of the ad stays. To talk about scale, there is no better way than this. The post-production of this film may have been done in Poland, but the mega move of spending big to surprise the Indian investor is a great investment on the part of ICICI.
Unfortunately, we also went ‘wow, seriously?’ as it dawned that this enormous effort is for a broking portal. We’ve not seen stuff like this before, especially from a banking brand, so that will take a while to settle in. Also, the voice over talks of slick technology, but the lay investor with little IQ but big investing power might need some simpler explaining after this.
This is a mega move and a half for an ad-scape which invests mostly in big names and/or animations. Afterthought: Can the building shifting powers also lift the Ambanis’ asymmetrical Antilia out of the city?
To watch this film, feed this easy-link into your browser: Vimeo.com/79661661
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