Source: Best Media Info
Date: January 29, 2010
By: Qashish Chopra
The popularity of the star and his magical moves combined with an interesting concept have led to the re airing of the ad.
Hide & Seek Bourbon entered the market with already established players, namely Britannia’s Bourbon biscuits. Parle had originally launched its Hide & Seek brand in December 1996 as a novel concept in the biscuit category – with actual chocolate chips embedded in it.
In the ad for Hide & Seek Bourbon, the actor known for his dancing skills is shown flaunting his moves, and in the end there’s one line suggesting the consumers to ‘try it’. The idea is that people should be the judge of the product, rather than someone else telling them to like it.
Vipin Dhyani, Founder & Creative Director, Thoughtshop, who has created the TVC, explained, “Though in Hide & seek portfolio (regular and Milano) we always had idea based commercials, but for the new entrant called Hide & seek bourbon, brief was very simple and straight, to highlight the celebrity and the product with a plain message within a short duration of 15 seconds. The objective was to create salience with stark picturisation of the dancing skills that Hrithik is known for.
On the conceptualisation of the ad Dhyani said, “Since we knew that Hrithik coming on screen and asking people to try the product would be too simple, we thought of portraying his dancing steps in a very unique way. We had a plan in place from the very beginning of the exercise that made Hrithik do unique steps and not the seen before kind of steps, so we hired Ganesh Hegde as the choreograpgher and Jason West as the director of photograpghy to achieve one notch higher cinematic look. The music was pre-designed by Ganesh only to get the steps right. Everything put together we got an eye catching film.”
The Hide & Seek campaign with Hrithik that was launched 3 months back became so popular that it is being re aired on television. It re launched in the second week of January and will go on till February 2, 2010.
The channels that are covering the campaign are Zee Cinema, Star Gold, Sony, Max, Star Pravah, Asianet Plus, PTC Punjabi, We, Star Movies, Sony Pix, AXN, Star World, Zee Café, Zoom, Music India, TV, PTC Chakde, MH1, Udaya movies, Zee telegu, HBO, NGC, Fox history, VH1, PTC News, Star Vijay, Isairayuvi, Sun Music,U2, Gemini Music, Zee Studio, Discovery, Discovery Travel & Living, Channel V, Pogo, Cartoon Network, Hungama, Disney, XD and Nick.
Talking about the popularity of the campaign across all sections, Shalin Desai, Senior Product Manager, Parle Products Pvt. Ltd. said, “The bourbon commercial has left a lasting impression on the masses (especially youth and kids) by using Hrithik Roshan as the brand ambassador and his popularity among one and all. The dance moves in the commercial were out of the box and stylishly shot. It had an immediate recall value. Even the background score has been a hit, with people going to the extent of recording it as their mobile ringtone. The Hide & Seek Bourbon biscuit is doing very well in the market and we hope to continue this trend.”
Credits:
Vijay chauhan (Chairman, Parle Products)
Shalin Desai (Sr. Product Manager, Parle Products)
Vipin Dhyani (Creative Director, Thoughtshop Advertising, Mumbai)
Amit Sharma (Director, Chrome Pictures)
Jason West (D.O.P)
Ganesh Hegde (Choreographer & Music Director)
Vikas Diwan (Editor)