Roles: creative strategy, copywriting, scriptwriting, talent coordination, ad direction, offline edit & voice over
#KheloMagarPyaarSe with Jonty Rhodes
Background
IPL'21 was round the corner, and we had just connected with the legendary Jonty Rhodes. Now the idea was to come up with something fun that could cover the proposition of GetMega - the ability to play real money games (such as Carrom, Poker, Rummy, Dots Dash & more) with your friends on video-chat.
We were locked in our homes during COVID-19, so I also had to figure out concepts that could be executed remotely, with all actors & artists staying at home in their respective locations.
campaign concept
We were working around the idea of spirit of competitiveness amongst friends while playing games. Think how friends get nasty while playing together, with teasing banter & friendly slangs. Core to the brand proposition of GetMega is the idea of playing with some stakes - a small amount of money to magnify the thrill. So that had to be incorporated, while keeping a tone that was desi yet classy, and what better than some Bollywood inspiration for it.
I came up with as the theme for the campaign - Khelo Magar Pyaar Se, which roughly translates to 'Play, but with love'. The Bollywood inspiration would serve as a running theme for the ads, as well as daily engagement posts on social media.
With only about 3 weeks to do the entire production & distribution, we got down to writing scripts that could incorporate Jonty Rhodes, a well known face amongst cricket lovers of India, while making it fun & not let it be just a simple product pitch delivered by a celebrity.
We gave him 2 counterfoils in the quirky influencer couple (Kushal & Drishti Sethi) in the 3 storylines we created. We got Jonty to rehearse the dialogues, using clips I would act myself in & send across, and we would reiterate the process on phone.
behind the scenes
A brief glimpse at the production process of the ads.
All ads (3 storylines) were primarily shot for 9:16 ratio (vertical) and converted to 1:1 and 16x9 in post-production. The ads were adapted to suit various games from the GetMega platform. A total of 20+ videos were produced for the campaign.
vertical ads
GetMega Carrom (9:16)
'Kya Challa' GetMega Ad (Multiple Game Showcase) (9:16)
'Mona ka Sona' GetMega Dots & Dash (9:16)
instagram grid
Watch the ad films in this YouTube Playlist