01
MUMBAI: At a time when every stock market news brings a tremor and there is a scam or a swing happening every other trading day, the promise of ‘wealth for all‘ from *Shriram Insight*, made by METAL Communications, is a refreshing take on the basic of wealth creation - that everybody should get a chance to participate in it. The TVC, that broke recently, builds on the thought of democratisation of wealth - wealth is no longer the right or the legacy of the wealthy but something that every one in the new India can aspire to achieve.
The film opens on a day in the life of venerable astrologer Pandit Rameshwar Sharma. A humorously sung jingle explains the Pandit‘s predicament as he discovers that his clients don‘t need his services anymore. In fact, they are all taking important financial decisions without consulting him, as was the norm before. His epiphany happens when he sees an erstwhile customer at a Shriram Insight outlet. Looking at the lines on his own hand he realises that now with Shriram Insight, everyone has a money line or ‘dhan rekha‘ on his palm.
The insight came from the aeon old belief in palmistry - in a nation full of fatalistic believers, the one question that often popped up was the money line (dhan rekha). This too, when there was no money line in palmistry.
"We wanted to leverage the insight of the ‘money line‘. Even though there was no money line, people fervently believed in it and felt that wealth was more linked with fate than achievement. Our promise was simple - with *Shriram Insight*, everyone gets prosperity, the so called money line", says Trilokjit Sengupta, Creative Director.
The business is led by Viplav Deshpande, Group Account Manager and Niranjan Sawant, Account Executive. The Creative team for the film includes Senior Copywriter Hayden Scott and Creative Director Trilokjit Sengupta. Directed by Siddharth Sikand and produced by *METAL* Productions, the film is shot on location in Calcutta and stars Rajesh Vivek (of Swades fame) as the confused and perhaps, out-of-business astrologer. The media mix will include TV as the lead medium with digital and integrated web communication.
