Exposing The Backside of Silver Screen.
Challenge
Sony Max, one of India’s top bollywood movie channels was coming up with a new show titled: Dirty Khabar (Dirty News). While the name suggested something shady, the show on the other hand was a comedic take on Bollywood. To promote the show, we were challenged to create something equally funny and provocative.
Insight
The popular notion is that Indians worship bollywood. But, that’s what it is, a notion. On the other hand, humour is an antidote to reverence.
Idea
We created Parde Ka Pichhwada (The Backside of Silver Screen) platform to illustrate the buffoonery present in the show. Two innocent Indian Villagers who love movies, but are also confused by them. To rectify their puzzlements, they come up with their own logic. Logic that makes no logical sense.
Execution
A mainline campaign consisting of multiple films, radio spots, print, and outdoor assets were created for the launch of the campaign. The campaign ran longer than the show, most likely.
Brand
Sony Max
Campaign
Parde Ka Pichhwada
(The Backside of Silver Screen)
Agency
J Walter Thompson
Role
Copywriter
Awards
Best Comedy Promo (Silver) / Promax BDA / 2012