Jaypee PowerVentures, one of India s largest private hydropower producer, has recently released its TV ad campaign, conceptualized by Mudra Delhi. Interestingly, the TVCs have two USPs - the entire treatment is in the form of animated characters and secondly the voice-over of Naseeruddin Shah, the inimitable face of intelligent Indian cinema.

The power and energy category has been seeing a fair bit of action, with a host of brands like Suzlon, Torrent, ABB etc. getting increasingly visible. In this backdrop the challenge was to break through the clutter, and hence the animation-led treatment was chosen. The choice of voice-over was also made keeping in mind the uniqueness of Shah s voice and his bi-lingual expertisesince the films are also in Hindi and English.

Initially the campaign is a series of 3 films, each talking about the fact that the company has generated power in an environment-friendly manner. An outdoor campaign has already been rolled out and the print campaign is ready too, awaiting the client approval for the rollout.

Vandana Katoch, Senior Creative Director, DDB Mudra who has been working on the brand for many years earlier when she at Contract and now at Mudra reminisces how despite wracking their brains on the creative thought for the brand-campaign for long, the team was somehow not hitting the bulls eye.

Then one day while she was enroute to Kolkata for a client meeting with ITC s Vivel, the idea suddenly came to her more than 30,000 feet in the air and by the time the flight landed she had got the creative scribble in place. That was the beginning of the creative thought for the campaign, which was then presented to the client before it moved to the final stage.

We decided to stay away from the cliches of bright lights, smiling kids, dam shots and a rousing jingle playing in the background. In addition, after much brainstorming we concluded that animation is the best way to show a lot of information.

Then we got in touch with Kilogramme, the best animation house in UK and got Shiven Surendranath of the production house, Old School Films on-board, she adds.