BackGoogle uses local connect for film search in new ads
With a set of three humorous ads, Google India shows film buffs how search can make their lives easier
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Mumbai: Everybody loves films. And Google India is going all out to make sure that Indian film fans get what they’re looking for. With a set of three humorous ads, Google India shows film buffs how search can make their lives easier. The ads are part of Google India’s larger initiative where Google Search gives local cinema enthusiasts an easy way to discover and explore everything they want to know about their favourite movies, stars, music, dialogues, lyrics and more.
The latest ad, launched last week, shows a young woman killing time with her parents at a mall, as family and friends scurry around to get a surprise anniversary party organised at home. One smashed cake later, the young woman quickly scrolls through film timings and books tickets to ensure that her parents get home only once the party is really ready to welcome them. The ad has been viewed over 4 million times on YouTube since its launch.
The second ad shows a ghazal singer at a party who gets a song request for something that seems far out of his realm of expertise—a request to sing “DJ wale babu" by Indian rapper Badshah. He quickly googles the lyrics and belts out his own rendition, much to the dismay of the young guest who requested the song. The third ad, which has been viewed over 3 million times on You Tube, shows a soon-to-be bridegroom, landing up at his tailor’s shop to request a sherwani. Dimissing the designs offered by the tailor from his stylebook, the customer uses his phone to show him the Bajirao outfit worn by Ranveer Singh in the film Bajirao Mastani.
“In India every 1 in 10 searches are being made on Indian cinema and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favourite films, actors or songs, they get a delightful, local experience," said Sapna Chadha, marketing head at Google India. “Nothing unites this nation like cinema does. Cinema is so ingrained in us that we always endlessly want to know about movies and the stars. Hence we have used this context to expand the relevance of Search in people’s everyday life," she added.
From showcasing a son’s endeavour to help his father relive his Bollywood dream through its first long-form ad to capturing the dream of a groom of wearing a Bajirao Mastani inspired outfit on his wedding day, the ads pay a tribute to users and their passion for everything cinema, Chadha said. The advertisements have been running online as well as on television.
The first ad about the heart-warming story of a son who sets out on a journey to make his father’s Bollywood dream come true has already cross 5 million views on YouTube. Arun Iyer, chief creative officer, Lowe Lintas, the agency that created the campaign, said that movies were of huge interest to Indians. “It not just Hindi movies that are driving this passion for films, a fair amount of it also comes from Indian movies in local languages as well," he said, adding that there was enough data to support their choice of subject for these ads.
K.V. Sridhar, chief creative officer, SapientNitro India, maintains that Google as a brand has always taken pride in thinking globally and acting locally. It’s apparent in its communication—whether in its early ads such as the “the web is what you make of it" ad with the Tanjore painting artist or the one about long-lost friends. “The company’s done advertising which is extremely relevant. So it comes as no surprise that they would pick films as a theme in a country that thrives on movies, cricket and music," he said.
SapientNitro India is an integrated marketing and technology agency.
“This (locally relevant advertising) is what sets Google and brands such as Coca Cola and Nike, apart. A lot of global brands either miss the point or overdo the local connect," he said.
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