"I will break all rules,” Aamir Khan had toldt2at the launch of his television show in Mumbai last October.
Bollywood’s Mr Perfectionist seems to have taken the first step towards living up to that claim. The first promos of the show — Aamir has settled on the nameSatyameva Jayateafter much deliberation — that hit the small screen on Monday evening have created a lot of buzz, courtesy the candid and conversational style in which they have been shot.
“The promos were shot in Aamir’s (Bandra) home and are in keeping with what Aamir is all about — a perfectionist and maverick who always does things a little differently,” said Pradyumna Chauhan, group creative director, Ogilvy & Mather India, the agency that has conceptualised the promos.
“This campaign marks the first step in the public space and I hope that it creates curiosity amongst people,” was the message from Aamir.
Set to air on STAR Plus sometime in June,Satyameva Jayatecurrently has three teaser promos on air, playing out between 20 and 25 seconds. The first has Aamir talking about the power of television and why his show should be watched“dil se”.The second has him pondering over the meaning of “entertainment”. The third — called “Sabka Show” — has the Bollywood superstar emphasising thatSatyameva Jayateis the kind of television that can be watched by everyone — from his relatives in Varanasi to wife Kiran Rao’s parents in Bangalore.
In all the teasers, Aamir looks relaxed, giving the impression that he is carrying on a conversation with a set of close friends.
“We wanted the promos to capture Aamir in all his realness and honesty and not as a big movie star. Beyond the glitz and the glamour, there is a socially conscious human being who is concerned with whatever is happening around him and wants to do something about it. The promos strive to show a side of Aamir that no one has ever seen before,” said Chauhan of &M.
The brief to make the promos as real as they get came from Aamir, of course. “We sat with Aamir and his team and brainstormed as to what would be the best and the most clutter-breaking way to tell people about this show. A lot of ideas flew back and forth and eventually we decided that the first promos had to be made in such a way that they would add to the element of intrigue that is already associated with the show. Our brief from Aamir was clear: Let people come to know about the show when they have to. For now, let’s build on the suspense,” said Chauhan.
Directed by Corcoise Films’s Vishwesh Krishnamoorthy — the man behind the musical travelogueThe Dewarists— theSatyameva Jayateteasers will total a dozen and play out on STAR Plus over a month.
Every teaser will provide a glimpse of the tone and essence of the content. Closer to the telecast date, there will be another set of promos in which Aamir will give out a lot more information regarding the show.
Dealing with “real people and real-life situations”,Satyameva Jayate, which the actor has repeatedly labelled as his “most ambitious project” has made Aamir traverse the length and breadth of the country — Srinagar to Sikkim. Set to be simulcast in eight languages,Satyameva Jayateis estimated to reach out to a cumulative audience of 400 million — a first for Indian television.
All the hard work seems to have paid off with the buzz around the promos growing by the minute, in the real and virtual worlds. Till Wednesday morning, the three promos had garnered more than a lakh views — and counting — on YouTube.
“The feedback has been phenomenal. Everyone is talking about the promos on Twitter and Facebook. It’s created a lot of excitement even within the television and advertising fraternity,” revealed a STAR Plus official.
Source: The Telegraph