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Hungama.com TVC urges people, looking for entertainment, not to log on to the website

Hungama.com has launched its first ever television campaign that urges people not to log on to the website, if they are looking for entertainment. According Hungama, every brand claims to be the best. And most brands have the same repetitive ‘use me, try me’ mantra. For a change, Hungama decided not to say it.

Hungama.com has launched its first ever television campaign that urges people not to log on to the website, if they are looking for entertainment. According Hungama, every brand claims to be the best. And most brands have the same repetitive ‘use me, try me’ mantra. For a change, Hungama decided not to say it.

In the TVC, the preposterous protagonist goes on to rip Hungama.com, claiming his ancestral entertainment company, Taalimaar Entertainment, is the leading entertainer. The protagonist, portrayed by Vijay Raaz, is aided by his mute sidekick who seems like a Hungama.com fan.

According to Hungama.com, the entire campaign, conceptualized by Law & Kenneth, has three TVCs one of 45 seconds and two of 30 seconds. The film has been directed by Piyush Raghani and is produced by Old School Films. Hungama.com is also doing a parallel digital media campaign.

Neeraja Kale, branch head, Mumbai, Law & Kenneth, has said, “We wanted to establish Hungama.com as THE destination for entertainment. Needless to say it had to be done in an entertaining manner hence the quirky, disruptive approach taken for communication.”

Charles Victor, national creative director, Law & Kenneth, has said, “It’s a little boring to listen to entertainment brands thumping their own chest, telling you how excitingly unique they are and trying to compel you to tune/log in. We decided to take a stand and tell people not to log on to Hungama.com by creating this character who represent Taalimaar Entertainment – the No.1 entertainment company (according to him!). Backed by a brave client, we also collectively agreed that our communication needs to be as entertaining as the business we are in.”

Punyashlok Bhakta, business and marketing head, consumer business, Hungama, has said, “This is the first time Hungama.com as a brand has advertised in mass media. We therefore needed a TVC that would not only break the clutter, but also become memorable in the minds of the consumer. Law & Kenneth took this idea to another level and created a TVC that’s not only bang on in terms of the brand message but also leaves you thoroughly entertained with the protagonist Taalimaar and his sidekick Jaan. After all being an entertainment brand we would better be entertaining ourselves.”

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