MAM

PNB Housing Finance's animated ad campaign a breakaway

https://us.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/05/pnb_0.jpg?itok=7kpZJstm

Banks’ television commercials are known to depict various services in a staid, old-fashioned way, forsaking creativity for efficacy. Animation, however, is changing that.

The recent ads for PNB housing use the medium of animation to very interestingly explain the home loan services of the Punjab National Bank. The ads created by Mumbai-based 88 Pictures have one thing in common - the use of CGI animals.

Renowned ad film-maker Shantanu Baagchi approached the studio with an idea to create a high-end CGI project, which doesn’t necessarily look CGI. “We weren't sure about it but when we looked at the concepts, it appealed to us,” said 88 Pictures founder-CEO Milind Shinde.

88 Pictures chief creative officer Philippe Gluckman explained, "The project allowed a really interesting characterisation of animals through animation. One of the challenges, and interesting points, was to find the line where the animals express human emotions, but don't become overly anthropomorphic. It is deliberately not treated in an "over the top" cartoon style, which hopefully makes it more relatable.”

Animals in the ads are used to express human emotions. “I hope people will appreciate the subtleties of certain expressions and what they mean to convey,” shared Shinde.

Other than the animation work, the integration into realistic environments, and the many details needed to make the ad convincing, were wonderful to create, he revealed.

The spots were created by the ad director Baagchi but “given our expertise in working on high end animation content, we like to add our creative flavour to everything which not every director is open for,” Shinde added. “However, we had a great time working on them as the director was very open to ideas, as well as providing many of his own, yet never losing track of the end goal.” The team at the studio worked from storyboard to final output.

As a first ad project for the studio, was it challenging in any way? “Commercials are like short movies, one has to go through the entire process of storytelling and execution regardless of the duration, and deadlines are always short,” he highlighted. “The joy of working on challenging animation content attracted us towards this project.”

“It was a first for us but a great experience. We are open to get our hands on anything that requires pushing boundaries and creating beautiful pictures,” he concluded.

Latest Reads

https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/21/money.jpg?itok=8Yt0Unym
Moneycontrol and Inflection Point Ventures collaborate to launch ‘Pitch Right’, a competitive initiative for high potential startups to secure funding

In a bid to encourage a culture of entrepreneurship and start-up in the country, moneycontrol, one of India’s leading financial news platforms and Inflection Point Ventures, one of India’s largest and most active angel platforms, have come together to launch Pitch Right, a competitive initiative...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/21/tata.jpg?itok=60ifZalp
#MainFarkNahiKarta, says Tata Green Batteries & WATConsult’s new campaign

Tata Green Batteries has come out with a new digital campaign titled #MainFarkNahiKarta to mark the revamp of its product line.

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/21/madison_media.jpg?itok=wcJ_6j5H
Madison Media wins TV business of RSPL Group

Delhi: Madison Media begins the festive season with a bang. The agency has bagged the TV business of RSPL Group, the makers of Ghadi detergent. This part of the TV business was previously handled by Wavemaker, a GroupM company. The account will be handled by Madison Media Plus out of Delhi. Madison...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/21/women_empowerment.jpg?itok=eL5somm0
Viral Ad: Jewellery brand focuses on women safety

Mumbai: The Hathras incident has once again put the spotlight on women’s safety in the country. But with every passing day, we come across more reports of atrocities committed against women. With the authorities at a loss as to what measures to take, and society inclined to blame the survivor, it’s...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/21/gautam-mehra.jpg?itok=xHf4uXvK
Focused on building a unified APAC data & product offering across dentsu network: Gautam Mehra

Growing at around 25-30 per cent year-on-year, digital marketing is sailing the boat of popularity and recognition for many brands these days. The investments are pouring in and the role of data and analytics is spanning beyond just digital marketing. What used to be a throwaway thought for...

MAM Media and Advertising People
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/ul.jpg?itok=LP4WSjKR
HUL’s Profit for Q2 2020 grew by 8.7%

HUL, the major FMCG major and a leading advertiser, has reported a profit of Rs 2,009 crore in the quarter ended September 2020, against the Rs 1848 crore in the same period last year recording a growth of 8.7 per cent. It was further reported that the overall sales grew by 16 per cent during the...

MAM Marketing Brands
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/durex.jpg?itok=ngEN9aaL
#ForgetCondoms as Durex launches India’s thinnest condoms ‘Invisible’

NEW DELHI: Durex has launched India’s thinnest condom ‘Invisible’. Through this product, Durex aims to encourage usage of condoms by addressing the number one reason people avoid putting them on: that it hinders intimacy between the couples.

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/vishal.jpg?itok=ff9PDMd6
Vishal Rupani set to move on from mCanvas, Affinity

Mumbai: mCanvas co-founder and CEO and Affinity Global VP Vishal Rupani is all set to move on from his current roles. When asked about his next move Rupani said, “He is taking a break.” An ace digital marketer, Rupani has over 17 years of experience. He started his career with Skenzo in the...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/tsproot.jpg?itok=dU2S0eQm
#MeToo: Taproot Dentsu & iDiva pay ode to the movement

NEW DELHI: What started as an  exposé on the predatory behaviour of Hollywood film mogul Harvey Weinstein became a global movement as women took to social media to share their experiences of being sexually harassed with the hashtag 'Me Too'. The movement took the world by storm, with the hashtag...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required