Reliance Design & Branding PAUSE - PLAY - REWIND by Leo Burnett Mumbai

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Industry Telecommunications Services
Media Design & Branding
Market India
Agency Leo Burnett Mumbai
Creative Director Sujit Sawant, Ujjwal Kabra
Art Director Ambadas Wadisherla
Copywriter Junestone Mathana
Photographer Bhagwan Dagre, Abhijit Kalan
Released December 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: DIGITAL SET TOP BOX
Date of First Appearance: Dec 15 2010
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Sujit Sawant/Ujjwal Kabra (Leo Burnett)
Art Director: Ambadas Wadisherla (Leo Burnett)
Copywriter: Junestone Mathana (Leo Burnett)
Photographer: Bhagwan Dagre (Leo Burnett)
Photographer: Abhijit Kalan (Freelancer)
Media placement: Set Box Packs - Reliance Retail Stores - December 2010

Describe the brief from the client
To create packaging for Reliance Big TV DTH service set box and its special 200 hours of digital recording feature.

Describe the challenges and key objectives
Reliance Big TV DTH service decided to give its users up to 200 hrs of Digital TV recording, which enabled them to take control of their viewing experience. So now they could pause, rewind and play their favourite programmes. But how do we demonstrate this benefit through this static medium?

Describe how you arrived at the final design
Images were created through a painstaking process so that when they are placed below a special transparent sheet, they actually animate themselves and come to life. These images were inserted in different media and interaction with them allowed the viewers to experience first-hand the pausing, rewinding and playing of recorded content.

Give some indication of how successful the outcome was in the market
The response was very enthusiastic and dealers called in for more packs.