Web film : Kinley– #GiveTruthAChance
By Malay Desai By : O&M Coca-Cola’s packaged drinking water brand Kinley’s new film as part of its ‘truth’ campaign features young and old Indians in a variety of social situations. Two adult sons confess on a dinner table to their mother that they had forgotten her birthday yet again; a wife confesses to her angry husband to have spoilt his shirt and spares the ‘dhobi’ a hearing; an employee confesses bunking work to his boss in an elevator; a girl confesses snitching about her sister’s boyfriend to her mother and a lady confesses checking her boyfriend’s phone. All the confessors get a positive response from their listeners, and the film ends with the campaign hashtag. Do we like ? How do you market plain water packed in a bottle? After all, it doesn’t have ZPTO technology, pain-relieving micro-particles or bacteria-killing shiny particles – it’s just, water in a bottle. And if the market dominator (Bisleri) has already carved the ‘purity’ niche and has long stood as a synonym for packaged water itself, things get tough. But then that’s where your hefty cheque to Ogilvy and Mather does its job. Last year, O&M launched a TVC for Kinley with a new positioning – ‘Boondboond mein sacchai,’ changing the brand’s earlier niche of ‘vishwas’ and ‘yakeen.’ Sacchai, or truth, is a simpler, more powerful concept and it may have seemed tough to execute without seeming holier-than-thou but with AshishVidyarthi and a taut script, Kinley pulled off a great ad. When spoofs started to be made of the film, we knew it had done its job. This year, truths have shifted positions, if not changed. Digital media is a must-have reality and O&M has, instead of investing in a senior actor, put its energies in an idea that’s adaptable across platforms. Wait, it has also banked on someone’s who’s becoming a silent star of Indian web films, Bollywood’s Swanand Kirkire (who we spoke of just last week for a fabulous online film for Scotch Brite). The treatment comes straight from in the box –throw a bunch of you-and-me looking Indians across ages and create comic timing from mundane situations. The situations are real – behaviours such as forgetting birthdays, bunking work and assorted screw-ups with spouses and partners. But the suggested actions want to convey that Kinley is a truth potion! The exaggerated confessions make for many ‘aww’ moments (checklist point number 3 in a web film) and they work because you-and-me who will share this on our Facebooks know we won’t have the gumption to confess in these ways. Kirkire and Papon recreate a Barfi! feel in this soundtrack, that’s easily the nicest one of the year in Indian advertising so far. Going by Kinley’s very first ‘hai yakeen’ film, the legacy of lovely soundtracks is intact. When there’s no ZPTO, only truth particles work! (To watch this film,feed this link in your browser - bit.ly/ViewTubeJuly13) Social Newsfeed YOUR REGULAR DOSE ON THE SHIFTS IN THE SOCIAL MEDIA UNIVERSE Screwvala’s new ‘Arre’ moment Not so long ago at UTV-famed entrepreneur Ronnie Screwvala’s book launch, he mentioned that he had bet on three sectors for his future businesses – digital, sports and education. While he revamps his Mumbai office to make space for new ventures in each, his firm announced its first foray into digital, the queerly named ‘Arre’. U Digital’s new platform is being touted as a ‘content destination’ that will be a storytelling platforms across genres and formats. Arre is working with collaborators to develop original content, from writers, actors and independent film-makers. Given that much effort (and dough, apparently) has been spent on the logo (from a foreign agency), and given Screwvala’s dexterous ways, I am raising my expectations for this one. But does it sound like an Indianised Storify? Sambha likes this Periscope your crimes, Bangaloreans are told I’ve told you before of cops of the ilk of MN Reddi, Commissioner of Police, Bengaluru who are using social media, especially real-time tools such as Twitter, to interact more with their citizens. Now I read in ET that the Garden City’s residents shall be encouraged to turn vigilantes by using Twitter’s new livestreaming app, Periscope. ‘The control room will be able to immediately find the location of the crime from the person shooting and alert the jurisdictional police’ a senior cop was quoted as saying. Now I don’t mean to be cynic but I foresee a lot of operational hitches, if at all this happens. How on earth am I supposed to find perfect data connection at the perfect moment of chain snatching on the street? Seems like yet another Periscope-pushing PR move from Twitter folks. Anil Kumble likes this YouTube India is ‘Finding Funny’ We knew YouTube India was damn serious about encouraging Indians to use more of it at this year’s Fan Fest in Mumbai, and then they embarked on new campaigns to inspire original creators. Now, it seems they have pulled off a coup by getting the platform’s biggest comedy troupes together (okay, we didn’t spot TVF but still) to talk to us Indians about being funny and famous. The Comedy Hunt Facebook and Twitter pages are #FindingFunny, with due plugs from AIB and EIC. Google Hangouts are being hosted with these stars, where folks are being pushed to clarify doubts on how to create new funny content. With comedy being the second-biggest pull for YT after music, these efforts will only make it cooler. Deepika Padukone likes this
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