June 2015, Kinley rolled out a digital film #GiveTruthaChance. The film showcased several instances in personal and professional lives, that have made lives better for the people who have stood by the truth. The
short stories are backed by a song that urges viewers to unburden
themselves by telling the truth.
Conceptualised by Ogilvy & Mather,
the film grabbed million eyeballs and received huge appreciation. It is
managed to get over 652,259 views on YouTube with
IndianMediaBook gets in the conversation
with Japneet Singh, M.D & CCO, Option Designs, to know why this ad
film grabbed his attention.
Which ad film grabbed your attention in past few days and why?
The latest Kinley #givetruthachance
caught my attention. I really liked how they have incorporated the
thought of being truthful with the brand.
If given a chance, what changes would you like to make into it?
I believe few more emotional instances could be shown in the ad. Rest I believe it is well executed. I like the jingle also.
Did the advertisement make you want to buy the product?
Yes. I believe there is nothing more pious and pure than truth and similar are the properties of Kinley water.
Humour and Emotions, what works most in India?
I think both. We are known for our sense of humour throughout the world and we are also the most sensitive.
What three things should one keep in mind while making an ad?
While making an ad film three things
that should be kept in mind are Consumer behaviour, product category and
humour/emotions. All are equally important and if you balance all
three. Bingo
Please give your last word for this ad and rate the same out of 10.
According to me the ad awakes us and
asks us to be truthful and overcome the fear of telling the truth
without thinking of the consequences. I would rate the ad 8 out of 10.
