Cannes Lions

HOW TO START A PLANE

J. WALTER THOMPSON, Mumbai / TATA / 2015

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Overview

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OVERVIEW

Description

A musical satire on the future of air travel in India, powered by an Instant Energy drink.

A musical storytelling treatment to cross over the barricade of 26 official languages in India.

The sound is engineered to shift gears into higher energy levels along with the introduction of the instant energy drink.

Once upon a time in the near future, an airplane lands in the middle of a playground in small town India and runs out of energy. The driver turns the ignition but the engine stutters and does not start. The standing and sitting passengers refuse to budge. The conductor whistles out to the teenagers who were playing cricket earlier and offers them cool drinks, if they push the plane. Instantly, we see the boys bursting with instant energy, as they push the plane together and their instant energy is transferred onto the plane. The driver trips the gear and the plane starts and takes off as the boys cheer with their brand new energy boosters. We see the wheel of energy made by Tata Gluco Plus energy drinks.

Blame it on #INSTAENERGY from TATA GLUCO PLUS. The instant energy drink. Made in India.

Execution

How would you cast for a film that features a 100 characters including passengers, driver, conductor and small town youth, all made to fit in an airplane. And every one of these characters had to play a comic role.

We spread the net far and wide to ensure that each of the crazy characters would represent as many cultural, language, folk costume, profession and class backgrounds. If we were to choose one comic character from every state in India, every different language in India, every cultural landscape across India, we did and cast them all on board the airplane.

We also cast 02 popular local comedians to play the role of conductor and driver (pilot) of the airbus and chose the most comic screen test results to ensure that the audience sees this film as a satire on the future, instantly.

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