Discovery’s Latest TVC Featuring Adman Sumanto is a ‘Creativity Simplified’ Illustration
Post Telecom Regulatory Authority of India’s new mandate regarding the prices of channels and cable TV subscription, Discovery Communications India (DCIN) through its new advertisement manifested the decision to offer their bouquet of 9 channels at Rs. 8 per year. To develop a relationship between the latest announcement and apparent creativity, DCIN collaborated with Taproot Dentsu for the commercial that accentuates what has been Discovery’s field of vision through decades – ‘the window to the world’. What has been icing on the cake – Dentsu roped in Chairman and CCO of Ogilvy’s newly launched company 82.5 Communications, Sumanto Chattopadhyay to feature in the ad.
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This is not the first time when Sumanto has been the face of a television commercial. His appearance in Peter England, Fair and Lovely, Raymonds, and other spots has been noteworthy. Sumanto even landed him a role in an international film ‘White Bee’ and a Bengali drama ‘Taan’. Speaking on his participation in Discovery’s TVC Sumanto says, “It was fun being in the ad. Both Aarati, the director and Kartik, the DP, are friends. I think the device the creative team came up with is a memorable one.
The ad begins with a young woman followed by a couple, children, a man, family, and so many others, who made their hands visual device of binoculars, responding to a narrative voice, who is asking the audience if they are able to see King of Japan, an anaconda, or even a flag on the moon. The audience in the commercial is corroborating to what the raconteur is asking. The makers tried to use an engaging way to stimulate creative inventiveness by using the visual device of binoculars flipping to the number 8. Through this simple yet compelling way, the ad withheld the identity of Discovery which is ‘virtue of exploration’ along with the whole point of the advertisement that DCIN will be offering its 9 channels in just Rs 8.
“It took some efforts to form a proper ‘8’ with one’s hands. We were all laughing throughout,” Sumanto adds.
The communication through the advertisement sights to establish the brand as a catalyst in giving audiences a plethora of content choices. Besides, the spot created will coerce into the audience attention by using elements of simplicity and originality. Of course, by focusing on the uniqueness of ideas, features that you want to sell, your ad can tell the story that you want to get across in an interesting way just what DCIN did with this commercial.