Thursday, January 26, 2012

Loop mobile: Looped me in!

I remember watching this Loop mobile commercial on the 70 mm screen amidst a movie interval. And I distinctly recall thinking to myself, 'If this is a movie, I HAVE to watch it!' So engrossing and fascinating is this 90 second commercial that I really don't mind watching it repeatedly to absorb the finer nuances. Like they say, God is in the details!

A montage of a guy who seemingly arrives at a train station of Mumbai for the first time, is surprised by the energy that the city possesses even past midnight. The cacophony of ambient sounds, the alternating between the city's stillness and the activity enraptures you to believe the city buzzes vigorously with every passing second. Conceptualized by TBWA India, the TVC tries to draw a parallel to the non-stop nature of Mumbai and the non stop network of Loop mobile. Previously known as BPL mobile, the campaign was initially initiated in Dec'11 in cinema theatres alone and the TV campaign started mid-January. Honestly, to watch an eclectic cinematic piece like this one, only a theatre can do justice!

What I like: The choice of elements used to depict the get-up-and-go attitude of Mumbai - the spraying of Ganesh idol, the tv at the station blurting 'bhagwan tumhari raksha kare', the guy at the platform weight machine, the night painting of the zebra crossing, the steaming of the hot tava, the night market salesman flapping the chappals at this innocent guy, the chai....I could literally go on! This commercial truely encompasses the spirit of Mumbai. Of course the icing on the cake is the taxi driver's taxi comes alive with the typical dhinchaak lights in a matter of seconds as the grand finale. The new man is enamoured and so am I!

Wondering: I dont remember Loop mobile's any previous campaigns being as distinct as this. So I hope their network is really as 'nonstop' as it claims because this TVC is definitely going to get Loop and the 'loop'holes (if any) positively noticed!

The perfect sound design needs a special mention. Executed brilliantly by not dwarfing the elements in yet another 'sentimental' jingle but letting the elements speak their own sound. Reality, at times, is more striking than we realize.


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