Adgully Exclusive | Aamir Khan created real value for the show and the promos of Satyamev Jayate: Corcoise's Vishwesh Krishnamoorthy

Keeping in mind the pre-launch strategy of the show, the promos were designed by Corcoise Films to successfully keep the audiences guessing and excited as to the nature of the programme.

Adgully cought-up with the Director of 'Satyamev Jayate's' TVC, Vishwesh Krishnamoorthy of Corcoise Films to understand the thought process behind executing the film with the superstar.

Krishnamoorthy began his career with Ogilvy&Mather as a copy writer and subsequently moved on to make movies for MTV, VH1, understood this well. The brief he got for 'Satyameva Jayate' launch campaign was to find the most natural, anti-advertising portrayal of the show.

Dabbling in making independent films, ad films and music videos, Vishwesh brings his own penchant for subtle humour and unique style of directing. Displaying the elan which only he could display, Vishwesh Krishmoorthy in talks with Adgully about his teaser promos of "Satyamev Jayate"

He admits that it was easy for him to translate how client saw the promos of the show. Star World (channel), Ogilvy&Mather (Ad Agency) and Aamir Khan(performer), were extremely clear that they didn't want to reveal any specifics about the show apart from its 'nature'. The brief was therefore to understand the 'nature' of the show and emulate that in the most honest way possible. Since Aamir is such a big part of the programme, his honest feelings needed to be communicated with the audiences. The surprise element would be Aamir's never-before-seen candidness. A persona that perhaps only the people who meet him everyday have seen. The way he eats and sips tea in the commercial is exactly the way he does it in real life, and it's quite special that the whole nation feels like they're sitting in a room with Aamir sipping tea in front of them.

So the viewer feels that Aamir Khan is actually sitting there in that room with them, having an honest conversation about our country, about life, and about the truth. A show that above all else is 'real' and 'non-pretentious'.

Working with Aamir¦.

Commenting on the filming of these promos, Vishwesh expresses his delight at working with Aamir Khan. "The shoot felt exactly the way the campaign came out" says the director. Vishwesh goes on to say that Aamir, inspite of being a star, is among the most patient people he has worked with. Being an actor himself, Vishwesh has an inbuilt ability to extract natural performances from his actors, making one of the most innovative teasers for the new show "Satyamev Jayate"

What Vishwesh liked most about Aamir was the star's sense of humour and modesty. He says that Aamir treats everyone equally and was the easiest person to get along with.

Like a true performer Aamir Khan created real value for the show and the promos by understanding the nuances and making of promo videos like this, apart from extending his brand value to the teasers. Vishwesh adds that Aamir Khan's approach to storytelling is a very seasoned, focussed one. He also pays exceptional detail to his own performance constantly trying to find the 'perfection' in the art. His down-to-earth nature makes it very comfortable not only to work with him, but to experiment with fresh ideas and new methods. Vishwesh says that it's very important to share the same sense of humor with someone you're working with because it makes work a lot more enjoyable!

"Satyamev Jayate"

Vishwesh says that the teasers needed to reflect the honesty of Satyamev Jayate and therefore they decided to do a conversational format for the promos. Of course, this was all done without giving out much detail on the actual content of the show. Advertising always demands a new approach every single time, and this time it was making the whole process more minimal. This is the first time Advertising demanded a unique approach.

The challenges in this specific campaign were of a different kind. The task was to portray the most untouched, untampered type of communication; to have the feeling of sitting in a room, listening to Aamir express ideas in several different moods. This therefore demanded the same remarkable results of cinematic aesthetic, without the rigmarole of a bustling film unit.

Vishwesh, who also directed the music-travalogue "The Dewarists" was comfortable with this style of shooting. The crew was therefore stripped down to the bare minimum with everyone present taking turns in holding the boom mike or playing the shoulder in an 'over-the-shoulder' shot.

The challenges that one faces on a day-to-day basis are of several different kinds from extracting performances to waiting for the sky to turn a certain shade of purple. Great film-making happens in overcoming these challenges with confidence and craftsmanship.

Pradyumna Chauhan, Mahesh Gharat and Abhijit Awasthi from Ogilvy Mumbai had remarkable clarity on the most critical aspects of the campaign. The difficulty was therefore not with shaping the communication but executing a vast campaign (several languages and edits) in time for broadcast.

A game- changer

Krishnamoorthy is confident that Satyamev Jayate will be a game-changer. He feels that the show is very relevant to the state of our country right now and says that the best part about the show is that it is "non-preachy" and won't force its beliefs or views on the viewer. The title means that truth always wins and that is central to the show's theme according to Krishnamoorthy. He also feels that viewers will be surprised when they see the show, to say the least. He believes it will be a "life-altering" television viewing experience for viewers and they won't be disappointed!

Here's hoping Satyamev Jayate is as honest, relevant, and exciting as it seems in the teaser promos.