Flipkart just updated the look of their company. It intended to convey that it has a diverse group of customers, spanning age groups, genders, and locations.<\/p>\n\n\n\n
While they had been advertising their features for a long time, using the much loved \u2018Kidadults\u2019 format, it was time to do one for Brand Love.<\/p>\n\n\n\n
However, this needed to make a larger point, and they wanted to make the point that they connect with India at a larger level, fulfilling the desires of different kinds of profiles of people. And using \u2018Kidadults\u2019 might seem restrictive.<\/p>\n\n\n\n
But Flipkart was used to breaking clutter, and they had to be convinced that this had to break clutter even in the format and not just the story.<\/p>\n\n\n\n
All possible techniques from stop motion, animation, graphics\u2026.nothing seemed to be convincing.<\/p>\n\n\n\n
Also, the point being made was more an emotional one, and techniques could seem like a force fit.<\/p>\n\n\n\n
So after multiple attempts, it suddenly struck Rajesh Ramaswamy ( creative head at Lintas) that what if they went even more basic on the execution. Instead of trying some cutting edge methods.<\/p>\n\n\n\n
How about narrating a story only using still pictures?<\/p>\n\n\n\n
He particularly liked a script (and the last one too) that used a series of still images or photographs. Each photograph inspired the next and thereby a story was created. It was a unique treatment, very different from regular commercials.<\/p>\n\n\n\n
A Wish Chain.<\/p>\n\n\n\n
This film dealt with the idea of how various desires may bring people together on a personal level. Creating amazing moments of life, connections and contemplation, of joy and desire was the inspiration behind this film. These moments were re-created, told in a new way against an impactful plot, and made approachable.<\/p>\n\n\n\n
Well, the client did find it different, they weren\u2019t particularly convinced if this would manage to convey the emotions, and there wasn\u2019t any reference for the same.<\/p>\n\n\n\n
After much deliberation, they decided to take the plunge.<\/p>\n\n\n\n
And now came the larger problem. This needed an expert in story-telling and also someone willing to experiment with a new format.<\/p>\n\n\n\n
Abhinay Deo was the first name that came to Rajesh\u2019s mind. But was sceptical, if Abhinay would find this exciting, as it uses a more analogue form of story-telling. Where you take away the main device of story-telling ie film and replace it with photographs.<\/p>\n\n\n\n
A little later Abhinay called back and told a very surprised Rajesh that he would be delighted to do a film like this. What Rajesh did not know was that Abhinay was a closet still photographer, just like his father. His father had left his large collection of cameras for Abhinay. This was a chance for Abhinay to try each one of them. In a sense \u2013 a dream\/wish come true!<\/p>\n\n\n\n