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Tuesday, April 12, 2011

SU-KAM releases a new ad


SU-KAM has come up with a new television commercial, the ad goes with a tagline ‘Ek Nayi Soch’.The idea of Ek Nayi Soch emerged after long ideation sessions where the task at hand was to identify that one element which makes Su Kam the leader in innovation.
The strategy essentially had to capture the roots from which the passion of those working at Su Kam arose, the passion which was not product led rather focused on how to simplify lives and offer the best solutions to any sort of Power back up requirement.
And that led to the thought of ‘Infinite possibilities’ that can be made to come true only by the power of ‘Ek Nayi Soch’.

The TVC was conceptualized as a romantic, grand landscape, which is brought to life by fireflies. A little girl who represents imagination and creativity acts as the protagonist who frees the fireflies and eventually helps them take a real, concrete form.
Serene rustic locations in and around Panchgani and Satara were selected for the shoot. The stark backdrop of these amazing windswept hills and the surrounding rivers and lakes made it the perfect location. To bring out the beauty of the glowing fireflies, the film was set during twilight for which only magic hour shots were designed and painstakingly shot.
Vivek Dutta, National Planning Head, Hakuhodo Percept played a key role in the conceptualisation along with Saptarshi Sengupta, Associate Vice – President on the brand and his team members – Amrita Gujral, Group Account Manager and Udit Mehta, Senior Account Executive on the brand.

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