Summer Gala. Three rounds, real notes.
the ask
Summer Gala was Telenor's big summer discount campaign. The offers were big, so the idea was to make the ads feel big too.
Instead of another discount banner, we explored dramatic, fun, getaway-style videos built around the excitement and urgency of getting the offer.
the idea
We explored two different ways to communicate the same thing: you need to get the offer before it's gone.
The first route was built around "Fatafat Jaa," which means "go quickly." The jingle becomes the push that gets the character moving.
The second was "Kis Baat Ki Jaldi Hai?" which means "why are you in such a hurry?" Here, the question keeps following the character as they run. We only find out at the end that they're rushing to grab the offer.
Same urgency. Two different ways of getting there.
what i worked on
This was a team effort. The ideas came out of group brainstorms and were developed over several rounds with the client.
As Creative Manager, I worked with the Creative Head on the pitch decks and developed the storyboards for the concepts. My job was to take the ideas from the room and turn them into visual stories that the client could actually see and react to.
"Fatafat Jaa!"
Two friends are playing padel on a hot afternoon when a girl nearby walks over and tells one of them about an offer.
She starts revealing it piece by piece. First, it's just an offer. Then we hear about the heavy discount. Then comes the price.
And just when she mentions that it's only available for a limited time, the jingle kicks in.
"Fatafat jaa!"
He takes off.
He runs through the city, past market stalls and straight through a giant banner carrying the offer. Eventually, he reaches the shop, activates the deal, and celebrates.
"Kis Baat Ki Jaldi Hai?"
Someone is going about their day when a notification comes through.
Suddenly, they're running.
They're moving so fast that people around them stop and ask, "Kis baat ki jaldi hai?"
As they run through the mall, the offer details start becoming part of the world around them. The offer name, the price, and the data amount appear as giant pieces of text along the way.
They finally make it to the shop and get the deal.
Now we know what all that running was about.
three rounds, real notes
The first round felt too repetitive and needed more urgency.
In the second round, we got more specific feedback. One route didn't feel enough like Telenor, another felt too reductive, and the client didn't want three separate ideas being pushed together as one campaign.
By the third round, both directions had changed quite a bit. We moved away from using the same character for everything, gave each offer its own moment, and brought the ideas into one world.
a note on the final film
These were pitch concepts, so they didn't make it into production.
The third round was ultimately considered too expensive to produce. Telenor decided to use the video they already had, with a few changes, instead.
So what you're seeing here is the creative development and storyboard work from the pitch, not the final film that aired.