Campaign Background
Our Instagram first "Unlock nahi karneka" campaign with Jackie Shroff, addressed three major challenges the brand, Glance, was facing.
First, there was a lack of awareness. Our target audience wasn't aware of us. Second, we were battling negative sentiment. And there was no top-of-mind recall. To tackle these issues we took a unique approach by capitalizing on Jaggu Dada's (Jackie Shroff's) lovable reputation and his special connection with the paparazzi. The campaign was all Jaggu Dada and his iconic pearls of wisdom.
We were building the campaign on the love that people have for Jaggu Dada and his candid take on all things life. Whether it is his video on "merudand seedha rakhne ka" or the famous "anda curry" recipe, we all love it.
So, we came up with a two-part film campaign:
The first film was made to look like a candid/authentic pap interaction with Jaggu Dada, delivered in his signature Bhindu style.
During this chat with the paps, he shared his 2 bits on life while smoothly weaving the brand name into the conversation. It was all about keeping it real and seemingly unscripted, just like all his videos have been so far
The second film was where we officially announced our partnership with Jaggu Dada
still maintaining that same unique flavor and style. In his Bhidu style, he acknowledged the daily hustle and bustle of life, highlighting how having content readily available on your lock screen could be a game-changer.
He said, "Kya bhidu Itna tension me kyun hai? Thoda Light le, kiskonahi hai tension? Thoda Aaju Baju dekh apna tension kam lagega. Kya hai life main? Bindaas khao, mast ghumo, chain se so-o. Paisa, kaam, vagera chalta rahega bhidu."
But here's are parts that really struck a chord with the audience
When he casually dropped life lessons saying” Ma ki aankh mein dekh” & "All work and no play makes Jack a dull boy! Don't be like Jack, be like Jackie bhidu." It was a reminder that life is not just about work; it's about living it to the fullest with your loved one, enjoying the ride, and taking a break when you need it but in Jaggu dada style. In short, it resonated with the audience because it was relatable, just like a piece of advice from a dear friend.
In the end, our campaign hit the sweet spot by making Glance a household name in a subtle, non-intrusive way, thanks to Jaggu Dada's unique charm, wit, and wisdomIn the end, our campaign hit the sweet spot by making Glance a household name in a subtle, non-intrusive way, thanks to Jaggu Dada's unique charm, wit, and wisdom
