Sunday, September 16, 2001		Article

HISTORY of sorts is likely to be made in the realm of television commercials. A 120-second-long commercial is being launched by Siyarams at an astronomical cost of Rs 20 crore.

Almost 10 years ago, the punchline for the company’s advertisement was coined as, "Coming Home to Siyarams". Since then, the endeavour has been to keep the continuity of the idea. The latest campaign has been conceptualised keeping in mind the fast-moving corporate life and the traditional Indian values. Siyarams’ new corporate identity, recently unveiled, will be introduced through the new campaign, which has been shot extensively in Rajasthan. The company has achieved its success today, believing in its vision "Real Value for Money".

The campaign, featuring Bipasha Basu and Dino Morea, reasserts the basic brand values but reinvents the story with a contemporary look in its treatment.

The main aim of being consistent with the theme over the past 10 years has been to establish a large global platform to promote an emotion— that is the true love for the motherland. The commercial has encompassed the fast-moving life of an Indian abroad and the intricate traditional values of the Indian community in the country. The commercial also portrays the success of the Indian on a global scale. In fact, the storyline is suggestive of a wealthy Indian lad coming back to his motherland to see his dream come true. Indirectly, the commercial also portrays an Indian who is proud of his country and its traditional values.

With such a massive ad expenditure, including that on the forthcoming media blitzkrieg, the commercial is slated to run for 16 weeks from the launch. The campaigns will run across all major channels such as CNBC, BBC, Zee TV, Zee Cinema, Star Network, Zee and Sony and will, of course, be supported by other topical and regional channels.—CB