Starting 1 April 2012, Star TV has put on air the teaser campaign for the much awaited reality show which will mark the debut of Aamir Khan on television. The show will be calledSatyameva Jayateand that's the only bit of information that has been doled out so far.
The campaign, created by Ogilvy, contains a dozen TVCs out of which three are on-air currently. The rest would be out within a month's time.
The TVCs, shot at Aamir Khan's house, don't really give in any substantial information about the show's plot and theme. Instead, they rev up your curiosity about the show by lending an element of intrigue about its storyline.
The first TVC shows Aamir Khan eating away from an ordinary plate, which looks more like a copper/brass thali. While eating, he is talking about how the influx of media intrusion on our minds has led to a stage where viewers don't remember half of the content they see the previous day. In such a scenario, he adds, one should make a show that would connect with not only viewer's mind but his heart as well, thereby making a long-lasting impression.
Commenting on the rationale behind maintaining an intrigue with the campaign, Pradyumna Chauhan, group creative director, Ogilvy, said, "The brief communicated to us was that this show would have a unique content base. It was a no-brainer that Aamir would never do a regular show. The show will be touching a wide gamut of subject and issues and our task was to project it truthfully and honestly."
Chauhan added that it was a challenging campaign. Neither could they resort to any form of dramatisation, nor explain what exactly would be shown on the show.
He shared, "With this campaign we aimed at setting the entire canvas of his thought process. The idea was to create a sincere interest in the show."
Mahesh Gharat, group creative director, Ogilvy, further added, "The honesty of this show was pivotal in the treatment met out while making the ad films. This wasn't by any yardsticks, a typical ad film. Rather, it portrayed a slice of Aamir's life and portray his emotions connected with the show."
Gharat made a special mention of Vishwesh Krishnamoorthy (the director) and his Corcoise team and said, "Their command over this genre of shooting ensured that we landed with results as we had imagined them."
The campaign will be aided with presence across print, outdoor and digital mediums.
Client: Star India Agency: O&M, Mumbai National creative director: Abhijit Avasthi Group creative heads: Pradyumna Chauhan, Mahesh Gharat Creative: Abhijit Avasthi, Pradyumna Chauhan, Mahesh Gharat Account management: NavinTalreja, Rajiv Bahadur, Vandana, Aneesh Production house: Corcoise Director: Vishwesh Krishnamoorthy Producer: Kunal Kaamra