Mumbai: Continuing its focus on India, Google is constantly working on enriching consumer experience through their products and relentlessly working towards making internet more accessible and relevant to more and more people. In an effort to do so, Google has released a digital film titled ‘The Hero – A Bollywood Story’, which has been conceptualised by Lowe Lintas Delhi.
The big task for the agency was to crack an idea that can move masses and appeal to a really large audience. The starting point was the context of India today, from a nation (and a generation) that understood that their dreams may have to remain unfulfilled, we are turning into a nation that believes in fulfilling not only their dreams but that of others around them and Google is helping them find their dream and chase it successfully. The agency used this insight and in order to make it extremely relatable and relevant to millions of Indians decided to give it layer of something that epitomizes hope, dreams and magic which is Indian cinema. This seemed like a great formula to achieve the objective and the team at Google started to focus on Cinema from a product perspective enhancing film search results and create a range of immersive search experiences especially for Indian cinema.
In life, like in the movies, some dreams come true, some fall through and some just take longer. This is a story of a father and son on a journey to rediscover dreams – Bollywood style – with Google Search by their side.
Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.”
Arun Iyer, Chief Creative officer, Lowe Lintas adds, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”
Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.”
Client: Google India
Team: Sapna Chadha, Varun Sud, Samit Malkani, Rachita Malhotra
Agency: Lowe Lintas Delhi
Creative: Arun Iyer, Shayondeep Pal, Amar Singh, Arko Provo Bose, Manzoor Alam
Account Management: Naveen Gaur, Nikhil Mahajan, Dallbir Singh, Naman Pal
Planning: Anurag Prasad, Sumant Bhattacharya
Production House: Chrome Pictures
Director: Amit Sharma
Music: Clinton Cerejo
Singer: Kannan Mohan
Lyricist: Amitabh Bhattacharya
About Lowe Lintas:
Lowe Lintas is a creative agency offering from MullenLowe Lintas Group, India. Headquartered in Mumbai, it has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR) and Pune. Lowe Lintas lends its branding and creative expertise to a host of clients in India and the Asia Pacific including HUL (for which the agency handles 21 brands), Axis Bank, Britannia, Dabur, Flipkart, FreeCharge, Google, Idea Cellular, MRF, OLX, Tanishq among others.
MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions) and digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.