In its new TVC, Times of India attempts to conquer the readers of its final frontier with a film on the competitive spirit of the modern Malayalee.
Kerala’s radical political tradition has a new metaphor. Times of India’s launch television commercial captures the Left Front and Right Wing conflict in the state, through an on-water traffic jam.
Created by JWT India, the TVC is a satire that demonstrates the competitive spirit of a modern Malayalee. It is packaged as a commentary on the clash between communism and capitalism, in the state of Kerala.
The narrative is about a typical day in the life of the people of Kerala, which begins with a political stand-off between the two parties on two boats that crash into each other. Very soon, the river is blocked from left bank to right bank, creating a bottleneck in the backwaters. And, hundreds of boats lie moored in a crazy traffic jam.
The symbolic conflict between left bank and right bank, white rice and brown rice, fish curry and fried crabs, man’s own Pulikali (competitive culture) and God’s own Kathakali (narrative culture) add to the statement and compound the chaos.
However, the locals find a way as they use the stranded chain of boats like a bridge over the backwaters – a solution amidst the chaos.
The writer and creative director of the TVC is Senthil Kumar. The director and editor is Shashanka Chaturvedi (Bob). The production house is Good Morning Films.