Scarecrow crafts sensorial campaign through the by-lanes of this mega city
Pioneer of FM in India, Radio City has come out with a new brand campaign that builds on the 2016 positioning of `Rag rag mein daude city,’ meaning the city runs through our veins.
Having observed and soaked in the nuances of the city, Radio City, decided to take this idea to the next level and create a film that is both experiential and stirring.
Commenting on the launch of the brand campaign, Abraham Thomas, CEO, Radio City said, “The new brand campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer.”
The new campaign tells us that if a city runs through our veins, then we can see and experience the city even with our eyes closed. The film, `Taxi Driver,’ is based on this emotion. To make this idea more experiential, the thought will be adapted in Print, On-Air, digital and on-ground.
Abraham believes “radio is a theatre of the mind that transcends beyond being just a mere audio medium.”
“This campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in,” adds Abraham.
The unsung city connoisseurs are many- a dabbawaala (tiffin carrier boy), a postman, or even a food delivery guy. In this film, the story is about a taxi driver of Mumbai.
The film starts with the taxi driver being put to test by two youngsters. He is blindfolded and taken to one of the most nostalgic lanes of Mumbai. Using his other senses, he guesses the place. The script is a journey that takes us to places that have been the most cultural parts of the city.
The documentary-style cinematography, blend of Arabic, western classical, and Indian music, and an honest script makes this film a treat. The protagonist’s role is played by Mr. Surendra Rajan, the incredible actor of Munnabhai MBBS.
To make the film more honest, team Scarecrow took a taxi and traveled through the lanes and consumed the cultural nuances.
The Azaan at the end of the film creates a heart wrenching moment in the film.
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