Karan Johar Says “lloyd Brings Home The True Magic Of Cinema”

New Delhi: Going stronger with the added impetus of an impressive growth over the years, Lloyd is ready to roll its new communication campaign. This is a campaign the Lloyd team is quite sanguine about and it has all the reasons to feel so!

Lloyd and Karan Johar

Only the one who creates the magic of cinema knows which would be the best screen to experience it. And who would know it better than the hotshot film director Karan Johar. This unique campaign – developed by Lloyd’s communication partner RK SWAMY BBDO, New Delhi, is based on this insight. The television commercial showcases the technologically advanced and aesthetically-designed Lloyd LED television and the 5.1 channel Home Theatre system.          

The Creative

The television commercial gives a sneak-peek into the life of the ace-director Karan Johar. Set in his home, the story is about a film screening, which is going to take place at his home. Being a perfectionist and a person who would leave no stone unturned to ensure that his guests are well-treated and comfortable, Karan Johar is particular about the preparations. With the hint of ‘Size Zero’ and a pair of ‘big & small’ chair, the commercial gives a glimpse of the guest list. And Karan Johar, who is famous for his wit and humour, sprinkles a pinch of light humour through his dialogue delivery and acting.

Directed by the young film director, Puneet Malhotra (of “I hate luv stories” fame) and shot by the ace-cinematographer Ravi K Chandran (of “Dil Chahta Hai”, “My Name is Khan” fame) the commercial entertains and delivers the message succinctly and clearly.

RK SWAMY BBDO’s creative team developed a slice of Karan Johar’s life, where Karan Johar himself says that as a director he wants the best screen for his film screenings. And he knows that, with Lloyd LED TV, he doesn’t need to worry about it.

Since the strength of the script lies in its simplicity and realism, both RK SWAMY BBDO and Lloyd feel Karan Johar is the perfect choice as he is a discerning and judicious person and an expert in filmmaking.

The Brief

The challenge for the Lloyd Team was to crack a communication strategy that would talk about the Lloyd LED TV in the most true and honest form. Having the master of cinema as the brand endorser would surely make it more believable and trustworthy. During festive season, there is a lot of noise in the market, therefore it was also critical that the new campaign cuts through the clutter and gets noticed.

On the other hand, the marketing team did not want to take the typical advertising exaggeration route to get the eyeballs. Thus, the brief that was developed clearly stated that the communication should be very believable and real.

No wonder, the TVC was scripted on a strong insight that for a director his film screening is very important. And, as an expert in filmmaking, he would ensure that his film is screened on the best screen. Lloyd as well R K SWAMY BBDO believed that only an expert can endorse with utmost conviction. Based on such premise, the commercial delivers its message without losing its charm of realism. Also, in the communication clutter, this insight based approach gives the brand an edge!