ITC: DARK FANTASY | DIGITAL FILM
A Lot Can Happen Inside
What did one of India's brands do to inspire a nation reeling under the new normal of a pandemic lockdown? Create an anthem that inspired its audience to believe that #ALotCanHappenInside
Objective
As India entered into a lockdown that none of us knew what to expect of, we soon realized that with every passing day, anxiety and confusion had started spreading faster than the virus itself. So as a responsible brand that enjoys strong brand love, Dark Fantasy decided to reach out to its fans stuck in quarantine and help them cope with this new reality.
Execution
Lockdown offered a new set of production challenges that none of us had faced before.
The most uplifting song with catchy tune and message driven lyrics was created to connect with the youth and stay relevant in the times that we find ourselves in. Ofcourse with the brand touch
Our biggest challenge was to execute a video campaign during the period of complete lockdown.
50 amateur yet enthusiastic non-actors from all over the country were roped in. It was shot, virtually directed and edited remotely from home.
Celebrities like Shruti Hassan, Ali Fazal, Ayush Mehra, Barkha Singh and Ashnoor Kaur were onboarded to add an even more youthful glamour to the campaign. They too were directed virtually over a zoom call. The video went live during the middle of the lockdown on Facebook, Instagram & YouTube and then extended on Gaana.com and Zee TV. And shared amongst various friends on personal chats.
We left no stone unturned to target the yo,uth on their relevant digital platform and create an atmosphere full of possibilities
Results
YouTube: 19+ Mn Video Views
Few of the public comments we received on the campaign were as follows:
‘An uplifting and catchy tune, really gets me in good spirits at the start of my day’
‘It’s become that ‘stuck In my head for days’ kinda song’