FCB Ulka created for Zee Cinema a 2.40-minute ad film which wore the look of a typical Bollywood romance. The film was launched with an extensive print and outdoor campaign.
It presents the power of Zee Cinema as a change agent, something that changes people, brings them closer and helps them discover love.
The plot features two young people -- Kabir Singh and Salma -- who meet in a boarding school far away from their villages and their cultures. Their romance blossoms -- oblivious of their cultural conflict. He is a Thakur from Ramgarh and she hails from a Pathan family from Aligarh. Their families have been staunch enemies for generations. As expected, their love meets with stiff opposition. The story, however, is shown to take a positive turn, thanks to Zee Cinema.
The objective of this ad was to attract the younger audiences to Zee Cinema by projecting the channel as a contemporary and youthful channel that fosters the modern ethos of love beyond boundaries.
FCB Ulka won an Abby Award at the Ad Club Awards recently for this film.
Image courtesy: FCB Ulka
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