My brief was to make a series of promotional ads to popularize ShareKhan as a friendly online trading portal amongst the common people who are averse to the idea of investing in shares as it is perceived to be a complicated and risky business. The ads are in the form of promotional videos to go on air as well as videos to be viewed online.
The eight films have eight characters from vivid social and economical backgrounds. The characters talk about how they save money in their day to day lives in their own unique ways.
As soon as I decided to make a campaign, the brand building responsibility became serious. If the main feel of the ads in the campaign were to go wrong, the brand image would also go haywire. Some characteristics of the campaign became predominant in the process of my ideation: a consistent look and feel, a verbal similarity, a similar attitude towards the core of the ad, the punch line, shot division, etc. would be the same. So, I set some new goals for myself: create situations which people can identify with, present a problem for which the ad has a solution, provide entertainment, have slice-of-life in the ad, humour wears out fast, so have enough of spots. With this in mind, I sat down to write the script.
The main benefit of a sponsored project is to have a client. It’s like working with two minds, yours and the client’s, and both have their own whims, fancies and egos. Satisfying both is always a difficult job. As designers, we always think of creativity, but the client is keener about productivity. At the end of the day, however, both want to get good work done.
