Bumchums weaves a Goan dance with a South Indian twist!

Scarecrow Communications has conceptualized a new campaign for the apparel brand, Bumchums.

A fast growing brand from the Rupa stable, Bumchums caters to the youth and children through a contemporary range of casuals, bermudas and loungewear.

Shot like a music video, the film has a memorable South Indian music hook featuring the lyrics, Bum and Chum that get repeated and a signature dance step.

The film was shot in Goa over 2 days by Krish Jagarlamudi, the blockbuster Telegu director of movies such as Vedam and Gamyam.

Says Rajnish Agarwal, President, Rupa Innerwear.” Bumchums is one of our flagship brand targeted at today's youth. We have major plans for the brand as we feel there is a huge potential in this category and this TVC is just the first step towards achieving that goal.”

Says Raghu Bhat, Founder Director, Scarecrow Communications, “We wanted to create brand recall, flag the right audience and embed the ad with some properties that have potential to spread. Krish has done a great job of fusing the musical idioms of the South with the casual feel and ambience of Goa.Today Bollywood is seeing a massive influx of South Indian talent, from actors to writers to directors and we wanted to tap this trend.”

Says Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, “Music and dance is synonymous with today's youth. Lot of youth brands have latched on to this to connect with the TG. Hence it was a challenge to do something that will catch their attention. Hence a lot of time was spent in zeroing in on the right kind of music and the signature dance step. We feel that we have achieved our goal.We are also planning a digital campaign around this film which won’t be the usual adaptation but something highly unusual.“

Says Satish Fenn, Head, Ever After - "The reason for choosing Krish is that though an acclaimed movie director, he is adept at telling stories in short formats and has the sensibilities of an ad film director. I think it paid off."

An interesting incident related - During the shoot, some guys from Hyderabad happened to see Krish on the beach and immediately recognized him . They rushed to him and touched his feet clicked photographs and also wanted to feature in the commercial and hence they were featured in the crowd dance sequence.

Scarecrow Communications handles 5 brands for the group, including Euro, Rupa Frontline and Thermocot. Scarecrow is one of India’s fastest growing agencies with clients like Emami, Danone, Quikr, Reliance Digital and Anchor Panasonic.

Credits:
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sudhakar Krishnamurthy, Jayesh Pithadia
Account Planning: Arunava (Joy) Sengupta
Account Management: Khadijja Attarwala
Production House: Ever After
Producer: Satish Fenn
Director: Krish Jagarlamudi
Music: Sanjiv Thomas