Discovery appoints Taproot Dentsu to create promos for ‘Jeet’
Discovery Jeet is set to disrupt the Hindi GEC (General Entertainment Channel) space in India starting February 12, 2018. Built on the ethos of ‘Hai Mumkin’ (It’s Possible), the channel will bring together Discovery’s unmatched storytelling and the best of real-life entertainment through larger than life stories aimed at inspiring millions.
For the lead up to the channel launch, Broadcasting Network Discovery Communications has roped in Taproot Dentsu, part of Dentsu Aegis Network, to create promos for this new channel’s marquee shows.
Commenting on the association, Karan Bajaj, Senior Vice President & General Manager – South Asia, Discovery Communications India said, “We are delighted to have Taproot Dentsu on board. Taproot Dentsu’s team grasped the communication briefs in total and delivered clutter breaking creative ideas capturing Discovery Jeet’s ethos of ‘Hai Mumkin’. Simultaneously, the agency was also very impactful in bringing to the fore the protagonist’s journey of overcoming all odds.”
Commenting on the association, Ayesha Ghosh, General Manager – Taproot Dentsu (Mumbai) said, “Discovery Jeet’s programming content and quality is quite refreshing. Their philosophy is inspiring and we are excited to be part of this launch. The vision for the promos of their lead shows is an extension of this fresh approach. The intention is to engage the Hindi GEC audience in a way that has never been done before. And I think we have successfully risen to this challenge.”
The star of the channel’s launch phase will be a series based on the life of Baba Ramdev. The show, titled Swami Ramdev: Ek Sangharsh, highlights his struggles from childhood to this day to become the icon that he is now.
Commenting on the promo, Santosh Padhi, Co-founder and CCO – Taproot Dentsu said, “Baba Ramdev is one of the most talked about Indians today whose life journey has been breathtaking till date. It was important to capture the same graph while communicating to the audience in the 30-second commercial too. I firmly believe that when you have a great product, you must stay true to it and that’s exactly what we stuck to – the fighting journey of Baba Ramdev.”
Yogesh Rijwani, Associate Creative Director – Taproot Dentsu (Mumbai) said, “While Baba Ramdev is an exceptionally well-known personality, most people have only seen him either teaching Yoga or in Patanjali ads. Therefore, to show his rise above the opposition he faced, we needed to present him in a different avatar. By using shadow play, we could depict him metaphorically defeat every baddie that came his way, like a superhero of sorts.”