Percept One creates TVC for 22nd Asian Athletics Championship

The Asian Athletics Championships, the premier track and field event in the continent, will mark a return to India when Odisha’s capital city of Bhubaneshwar hosts the 22nd edition of the meet from July 6-9, 2017, bringing together nearly 800 athletes from 45 countries, participating in 42 different disciplines during the four-day extravaganza.

Even as athletes from 45 nations touch down on Indian soil, the official TVC for the Championships is on air from today.

The film showcases the Championships through the lens of  Odisha…Athletes honing their skill, across disciplines, amidst the glory and beauty of Odisha. PadmaShri Nila Madhab Panda, the internationally acclaimed filmmaker, and son of the soil, has directed the film to infuse in it the quintessential Odiya flavour. Shot across a strenuous three days amidst downpour, the TVC showcases locales across the pristine Puri coastline, Asia’s largest lagoon the Chilika, the temples of Konark to the jungles of Bhitarkanika, and finally culminates into the magnificent Kalinga Stadium.

Nupur Mahajan, CEO and Creative Head, Percept One, says: “The swiftness of athletes juxtaposed with the stillness of time that one experiences in Odisha – this unique coexistence of yesterday with today– is the story that we have crafted. In Odisha, the athleticism of international athletes is matched perhaps by the deftness of the barefoot sevayats who climb the 215ft high Neela Chakra,for the Dhwaja Parivartan, at the Jagannath Temple everyday! This confluence of heritage and modernity is representative of AAC in Odisha, and what Nila Madhab has beautifully captured.”

Nila Madhab Panda, says: “I chose to do the ad-film because Odisha is my motherland. I know every aspect of it to justify it from an international perspective. Directing the ad has given me a soulful happiness to describe the state’s beauty, culture and tradition in 60 seconds. I am thankful for receiving tremendous support from the whole state. A local crew of 120 were a part of the making and it gives me immense pleasure to showcase the state's heritage and create an ad of this magnitude. Odisha is an amazing state, and can be described as the best amalgamation of everything that India as a nation should be proud of.”

The attempt was to present the magnificence of Odisha as it plays host to this international sporting event given that athletes and media from 45 participating nations come together here. The attempt was also to present Odisha to all of India who would tune in to national television and watch the games, and instill a sense of pride in Odias, as also Indians, the world over.

Credit List

Brand: Asian Athletics Championships

Agency: Percept One

Producer: ELEEANORA Images Pvt Ltd and Barnali Rath.

Creative Producer: Protique Majoomdar

Creative Team: Aurobrato Chattopadhyay, Chetan Sharma, Manikant Singh

Client Servicing Team: Maneeza Ahuja and Samit Rath

Agency Producer: Nila Madhab Panda, Handyman Films

Directed by: Nila Madhab Panda, Ashutosh Warang