LAMB

CHIRPS!!
 CHAPTER 1:
A brief macro view of the Indian Advertising
scenario…
Client has a Product
And a desire to communicate
Briefs the agency
Agency works out a campaign
on the basis of an idea
Campaign would consist of Print, TV,
Outdoor, Web, Direct Activities etc…
 CHAPTER 2
How an ad film gets made in this country…
CLIENT/AGENCY PERSPECTIVE

Idea – Script/s – Testing the script/s (Animatics,

Storyboards, Narrimatics) – Research results would
help client choose between scripts – gut v/s research
Production House finalization – shortlist
of directors – showreel.
Script/Animatics sent – treatment discussed with
director –
cost worked out by producer – cost sent –
bargaining – producer finalized on basis of
showreel, cost and treatment.
cost approved – estimate raised – work begins…
PRODUCTION HOUSE PERSPECTIVE

Script comes in…

Director decides to do/not do the film – talk of trigger,

excitement, novelty value, prestige et al.

Costing happens

Approval
Scheduling

Remember Sundays, Anniversaries, Daughter’s

birthday, Holidays, Doctor’s appointment, buffers, etc.
:-)

Crew Selection

Key personnel like D.O.P, Art Director, Costume Stylist,

Storyboard Artist, Music Director, Editor, Sound
Engineer.
Reccee

Casting

Briefing key members

Storyboard

Preparing for the PPM

PPM

Tripartite meeting between the Client, Agency and

Production House.

Longer PPM vs. Longer Presentation.

Preparing for shoot

Final Briefs
Change in Briefs
Hires and Purchases
Tech Reccee
Look Test
Workshops
Construction
Permissions
Bookings
Shoot
POST PRODUCTION

Processing
Telecine
Offline
Online
Sound
Presentation
Changes
Cut downs
Languages
Film goes on air
CHAPTER 3
Case study… Nokia 2690…
The background – Nokia losing market share
– New product with unique USP – Memory
The script
Key decisions

- Where to shoot?
- Where to cast?
- Decision on key players
- Designing the car
- Designing the product window
- Art Direction of the place
- Designing the look of the characters
PPM
Shoot
2 Day Shoot.
1st Week of May.
Thavla, Pushkar, Rajasthan.

50 Degree Celsius!!!!!!!!!!!!!
Post Production – Offline – Online – Sound
Rest they say is HISTORY… effective communication
translates into actual sales…
CHAPTER 4:
JUDGING THE GOOD, THE BAD AND THE UGLY…
An ad as a film… not how effectively it translates into sales
From a viewer’s perspective.
1. IDEA – engaging/entertaining/informative

Are viewers enjoying the commercial?

Is it giving viewers information which might be

useful?
2. MEMORABILITY

Is the net outtake the desired one?

Is the brand name becoming TOM (top of

mind)?

Will it help in selling the product? Build an

image?
3. EXECUTION

Direction?

Photography?

Casting?

Music?

Editing?

Overall finesse?
CHAPTER 5:
Let’s rate commercials…
Happydent
Hamara Bajaj
Erickson Mobile
Fair and Lovely

Amul Macho
Bell Bajao Bus Driver
Bell Bajao Boman
Bell Bajao Doodh
Neo Sports Gas
Nakka Mukka
Nokia
Vodafone