Godrej was launching a new lifestyle brand of furniture called Script (www.scriptonline.in). This brand would be a mass premium brand unlike Interio, catering especially to the new age India, with a new way of living.
Before the launch of this brand, we needed to make a series of films expressing the ethos of the brand – “Design for new living”.
These films would not mention the brand at all, and would instead focus on the modern Indian and their interaction with the Script ecosystems. We needed to make 5 films, each focusing on one hero product, that would help with the PR campaign and generate buzz before the brand would be launched.
We created characters who were exactly the kind of people who Script wanted to talk to. People who embodied a new way of living! We made these people then interact with the Script ecosystems in a studio set-up, and captured their reactions and interactions on camera. It was shot reality TV style, with a moderator et al.
We shot 5 films in 5 days, in a small set-up and a shoestring budget.
The films were well received by the online community. The Script PR team used these films to create conversations among lifestyle bloggers, vloggers and influencers around “new living”, “design” and “ecosystems”.