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Lowe India's ‘Come to be’ for Greenply

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Great Guns Ram Madhvani creates topical Indian commercial

Lowe India's ‘Come to be’ for Greenply
The idea came in the form of a single word, ‘Hoyenga’ which means ‘it’ll come to be.’ Manifesting a philosophy of; In the years to come, solutions to the issues of baldness, rising petrol prices, increasing mobile dependence might not come to be; Greenply Plywood, however, will ‘Always Be’. (Always Hoyenga)
 
Ram partnered with Lowe India to develop the idea and bring it to life as a television commercial. Composer Sameeruddin was commissioned to create a scratch track that could be played throughout the shoot, the bespoke lyrics sum up the brand’s motto ‘durability of the product that endures the passage of time’ and were written by creatives Neeraj Singh and Amer Jaleel
 
“The best part of the creative development with Ram was that he junked our obvious ‘montage’ route and pushed us to think of alternate ways to symbolize the situations, frequently using the word ‘organic’ and ‘integrated’. 
It was Ram’s sudden and seemingly random idea – ‘what if this whole thing was played out in a party?’”  sai Amer Jaleel, Creative Director Lowe India
 
60 actors, cast by Abhimanyu Ray, one day of choreography by Avit Dias and a selection of sequences were all captured by DOP, Sejal Shah and second cameraman Navneet Misser in one single take. Bringing it all together were the able hands of Line Producer Sunitha Ram and Executive Producer Manoj Shroff, Associate producer Arya Menon and location Manager Mahesh Tawde together with our 1st AD Ananya Rane. Prakash Kurup the editor at Prime Focus made magic of the footage and breathed life into the film together with Colourist Morgan and Online Editor Bhibash. Handling the entire post process was young Kapil Sharma who saw to it that it all happened in schedule.
 
Anna production designed the entire space and made the party look very believable. Using more unusual lighting design she used chandeliers that created a more decorative and interesting ambience to the space.  Aashima Belapurkar breathed life into the characters and gave each one of them a backstory through her wonderful costumes.
 
“I am a mix of Indian and Western. I tend to use the term 'exotic–ethnic”   Ram
 
Ram is represented by Great Guns outside of india, the talented director of over 20 years, famous for award winning commercials such as ‘Happydent’ was President of the Jury of Film Craft at Adfest, Bangkok in 2011.  

View the commercial here:
http://www.youtube.com/watch?v=M5BsPmwgl-8
 
Title:  GREENPLY – ALWAYS HOYENGA
Client(Brand): GREENPLY
Agency:  LOWE MUMBAI
City & Country: MUMBAI, INDIA
National Creative Director: AMER JALEEL
Executive Creative Director: SHRIRAM IYER
Creative team: SAGAR KAPOOR, NEERAJ SINGH
Client Servicing: AMJAD ALI, HINDOL PURKAYASTHA, GAURAV PATHAK
Creative Producer: RISHI CHANDNA
Director: RAM MADHVANI
VFX Director: NA
Production Co & City: EQUINOX FILMS PVT. LTD – MUMBAI
Producer: MANOJ SHROFF
Line Producer: SUNITHA RAM
Director of Photography: SEJAL SHAH
2nd OPERATING CAMERAMAN: NAVNEET MISSER
Chief AD: ANANYA RANE
Directors Chief Assistant: KAPIL SHARMA, ARCHANA IYER
Other Assistants: ADITYA TENDULKAR, SHIVANI RANA
Storyboard & Design: CHETAN SHARMA
Production Designer: ANNA IPE
Art Director: SHEKHAR MORE
Costumes: AASHIMA BELAPURKAR
Casting Director: ABHIMANYU RAY
Production/Location Managers: ARYA MENON, MAHESH TAWDE
Post Production Supervisor : KAPIL SHARMA
Post Production & City: PRIME FOCUS KHAR – MUMBAI, PIXION MUMBAI
Editor: PRAKASH KURUP, PRIME FOCUS KHAR
Online Editor: BHIBASH
Graphics: NA
Music & Music Publisher: SAMEER UDDIN 
Sound Recordist: ARUN CRASTO / JITEN SOLANKI
Studio: PULZZ / GALACTICA
 
 
 
 
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Great Guns London, Mon, 09 Jan 2012 15:00:00 GMT