national launch

HINDUSTAN LEVER FILM
The product has been in the market for a while. However, because a film is being done now, Levers calls it the national launch. I've tried the product & it's quite effective. So the PPM for the film was today & I drove through the island city shifting between 1st & second gear, all because a minister had come to amchi mumbai from navi dilli & the police were out in full attendance with nakabandis.
AMCHI MUMBAI
For those who dont know Mumbai or Bombay-its an island city with just about 3 roads linking the suburbs to the business area called Nariman Point. It is the fifth most populous metropolitan area of the world and the most populous city of India. It houses 20 million people & is also one of the most expensive cities of India.
So when one of the roads is blocked, which is what hapenned today, the load shifts to the other two. Itseemed like a few million people out on the roads today & jams galore!!!
Over all, the Mumbaikars are a decent lot of drivers. Patient, not lane jumping, honking addicts. It's the taxi drivers, the tempo, bus, & truck drivers who have the road rage, the tricks of the trade to infuriate even the most placid temperament.
We had savin tuscano in the car who does not let me play what he terms as "video games" while i drive so I satback & suffered through the chaos & landed late for the PPM.
SIX AUDITIONS FOR AN ADFILM IN 4 CITIES
The eventual film is going to be nice. "real" & not addy. & hence me as the director of the film. Doing a levers-lintas film after nearly 3 years now. I suppose I scared the shit out of them with my real, down to earth gritty adfilms till this opportunity came along!!!
What I do like is the real approach- we have audtioned SIX times to find a housewife who can act...for the north as well as for the south!! So we auditioned in Pune, ND, Chennai, & Mumbai. Again & again!
It's nice to get back to advertising after the 4 months with features... atleast one can write & share experiences...
Nextpostwill be about the feature experience...Owe you one...