As the world comes to India’s doorstep to shoot ad films, advertising agency Leo Burnett has hit a reverse sweep with its latest TV commercial for Bajaj DTSi.
Executive creative director K B Vinod’s eureka moment for this ‘reminds-me-of-Transformers’ commercial happened during one of the long briefing sessions at Bajaj’s R& D centre in Pune. “I imagined the engine coming alive and walking about like a human being. Over the next one week, the thought fully formed in my head, ” he says.
The objective of the TVC was to establish the technological edge in Bajaj DTSi engines. Amit Nandi, head of marketing, Bajaj Auto, says, “Technology has always been in the DNA of our brand. This ad essentially brings together technology along with sport and youthfulness in a way we’ve never seen before.”
Bajaj, which self-admittedly began with the chick-magnet positioning of bikes for Bajaj Pulsar ( Definitely Male) , began taking baby steps away from this positioning last year itself with the launch of Pulsar Mania commercial, where bikes were seen doing the ballet. The auto major’s lavish creative mandate is shared by three agencies — Lowe, O& M and Leo Burnett.
For the latest TVC, more or less done in VFX, Leo Burnett contacted some of the best ad film-makers across the world, but the cost and working chemistry worked out best with Tarsem Singh, the India born US-based filmmaker who previously directed films such as The Cell and The Fall. Vinod describes Tarsem as “the Steven Spielberg of ad filmmaking.”
“We soon brought in a concept artist from Hollywood and designed the motion capture shoot that happened at Pinewood Studios London. Basketball players and acrobats were brought in for the shoot and then in the next stage, revisualisation of the film happened where it was textured and rendered. It good bick
- Thank You! We appreciate your effort.
