Taproot India creates a brand new campaign for Fox International Channel!

Taproot India has designed a brand new campaign for Fox International Channel catering to its South East Asian market.
 
STAR Movies was rebranded as Fox Movies Premium on January 1, 2012. In countries like India, China, Vietnam, Middle East, Taiwan and the Philippines, the STAR Movies brand has been continued. Fox Movies Premium is an Asian movie channel owned by Fox International Channels. It is available in Singapore, Hong Kong, Malaysia, Indonesia, Mongolia, Papua New Guinea, Philippines, Fiji and Thailand.
 
The campaign which has been created for the Thai market is currently on air in that market. The film was shot in Bangkok with some lead actors of the Thai TV industry. The whole idea for developing the campaign was to communicate to the audiences that Fox Channel offers a wide range of foreign movies with regional languages.
 
Humor is a key ingredient of the TVC, conceptualized by Taproot; which has been working for the Fox International Channels since quite a long time now.
 
Shedding light on the TVC, Santosh Padhi -Chief Creative Officer & Co-Founder, Taproot India, said, “We thought whatever we say has to be entertaining in the first place, which is why one watches movies, hence a humor approach, Since it’s targeted for Thai audience, so the second challenge was not just humor, but very distinctive humor as they are known for their mad sense of humor.”  
The campaign is based on a simple behavior of a person who watches movies with subtitles.
 
Talking about the brief for the campaign, he said, “The brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic, the challenge was how to put it in a way that Fox Channel would remain on top of the mind.”
 
Razneesh Ghai – Film director, Asylum Films said, “The rampant usage of subtitles has taken away the cinematic experience of watching films. It has now become a habit to read the subtitles, taking your eyes off the action. We took this simple problem and highlighted it in a funny manner. The humor in the film is very subtle and not in your face. Also, there had to be a simple thread of communication so as to convey it to a global audience, since subtitles are everywhere!” 
 
“English language channels had struck a chord with the audience in non English speaking markets due to subtitling. Of course the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come even closer to their audience,” said Manan Mehta –Managing Partner, Taproot India. 
 
Campaign Credits:
  • Agency: Taproot India
  • Creative Director: Santosh Padhi, Agnello Dias
  • Writer: Santosh Padhi
  • Account Servicing: Manan Mehta
  • Director: Razneesh Ghai (Razy)
  • Producer: Anju Vaswani
  • Associate Producer: Bhavna Singh
  • Editor: Jay Chandran
  • Sound Design: Joseph George
  • Thai Crew:-
  • Line Producer Thailand (Picnic Features): Kornpanote Semros
  • Director of Photography: Sinthop Sophon
  • Art Director: Achira Nokthet
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