Sony LIV urges the time-starved to make breaks fun

Multi Screen Media (MSM) has launched three TV promos for its video-on-demand brand Sony LIV. The films created by Havas Worldwide went on air from 25 September. Sony LIV was launched in January 2013.

One of the films shows a burglar entering a building at night. He looks for a locker and finds it behind a painting on the wall. As he starts to break it open, he hears a voice say, “Inspector Chandramukhi Chautala se kaise bachega tu? Tu bahar aa raha hai ya main ander aaun?” (How will you escape Inspector Chautala? Will you come out or shall I come in?) Scared, he starts to run out of the building to finds out that the voice was of a character from the serial F.I.R., which his partner was watching on the phone. The film goes on to reveal that on SonyLIV.com, one can watch all shows of the Sony channel from past 18 years. The film ends with a voice over and brand’s tagline, “Mazey ke break lo, kahin bhi dekho lo” (Make your breaks fun, watch wherever).
Another film features a woman who enters the ladies room to fix her make-up. She runs out startled by eerie sounds. It turns out that the sounds are from a ghost serial, which a girl has been watching in the loo.

A boss shouting at his employees for dismal sales figures is featured in another film. As he demands answers, Amitabh Bachchan’s voice from the show KBC booms: “Jawab dene ke liye aap ke paas abhi bhi tin life line hai...” (You’ve still got three lifelines to answer your question...). As the trio wonder what’s happening, they look beyond the curtain to find a painter outside watching a scene from the show on his mobile, while on his tea break.

Nitesh Kripalani, executive vice-president - new media, business development and digital/syndication, Sony Entertainment Network, said, “Today, India is defined by time crunches, personal and professional pressures and long work hours. The only way to deal with this everyday stress is to carve out some time for a little break. We at Sony LIV, want to make these breaks as entertaining as possible for Indian consumers.”

Shavon Barua, president - West and South, Havas Worldwide Mumbai, said, “Time is the biggest luxury for the young urban consumers of today. They like their entertainment in byte sizes on-the-go. This segment of young urban consumers is the potential early adopters for Sony LIV. The most pleasant thing in their time-crunched life is a short break worth its time. That’s how we arrived at the campaign idea; ‘Mazey ke break lo, kahin bhi dekh lo’. Quirky humour and exaggeration have been used in the campaign to be memorable. The key take away is that ‘Modern life is all about the little escapes’!”

Credits

Client: Multi Screen Media
Creative agency: Havas Worldwide
Creative team: Vivek Rao, Ajeet Shukla, Nandini Biswas
Account management: Gaurav Soi, Divya Sethi
Account planning: Archana Iyer
Production house: Abstract Films
Director: Parikshit Vaidya
Producer: Bijoy Dowerah  and Maxen Chakalakal