THREE INSTALLMENTS by J. Walter Thompson Bangalore for Levi`s

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THREE INSTALLMENTS

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Industry Apparel, Clothing & Footwear, Clothing
Media Radio
Market India
Agency J. Walter Thompson Bangalore
Creative Director Tina Sachdev
Production Raveolutions Studio
Executive Creative Director Senthil Kumar
Producer Ricky Kej
Released August 2010

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: LEVI'S INDIA
Product/Service: LEVI'S IN INSTALLMENTS
Agency: JWT INDIA
Executive Creative Director: Senthil Kumar
Creative Director: Tina Sachdev
Scriptwriter: Ratin Dasgupta
Production Company: RAVEOLUTIONS STUDIO, Bangalore, INDIA
Producer: Ricky Kej
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Song - part 1SFX: BeepingSFX: Coin droppingSFX: Song - part 2SFX: BeepingSFX: Coin droppingSFX: Song - part 3SFX: BeepingSFX: Coin droppingANN: This song in installments is brought to you by Levi’s. Now available in three easy monthly installments.
Brief Explanation
A pair of Levi’s is now available in three monthly installments.As a media innovation, we tied up with a radio station and started playing songs in 3 installments. Between each installment, we hear a coin dropping into a payphone.After the third coin fell, the announcer line was heard.The brief was to innovatively announce the launch of Levi’s in EMIs, whereby one could buy a pair of Levi’s in three monthly installments. The target audience was urban college students, who do not have the purchasing power a young working adult does.Radio as a medium was chosen because the target audience’s primary source of contemporary music is the radio. By hijacking the latest songs and splitting them into three parts, we were able to get the message of three installments across very easily.