The Vooc Charg­ers be­hind the new Oppo Vooc-charge Film

The Brand Reporter - - MARKETING INITIATIVE -

Afive minute brief is all it took for Fuel to con­cep­tu­al­ize and cre­ate the lat­est OPPO VOOC Charge film.

We asked Fuel. The Turnkey Idea Vir­tu­osos a bit about them­selves and how they went about cre­at­ing it.

Raj Kaushal of Fuel says, “Be­fore we re­ceived the brief for the prod­uct - VOOC Charge (5 minute charge 2 hour talk) we had taken a look at the sto­ries OPPO had been telling. As a brand, OPPO tells sim­ple, beau­ti­ful sto­ries with a touch of ro­mance, but the sto­ries are more cin­ema than ad­ver­tis­ing; we noted how­ever that the sto­ries had to have great prod­uct in­te­gra­tion and clar­ity of prod­uct us­age which made con­cep­tu­al­iz­ing tough.

We had al­ready pitched for the In­dia launch of VOOC Charge, be­ing in the fray with agen­cies such as LOWE LIN­TAS.

But with Pak­istan, sto­ry­telling sen­si­bil­i­ties would change, so we rethought the story with all the lit­tle nu­ances. One of the twists dur­ing the course of mak­ing the film was that we changed the in­ter­na­tional lo­ca­tion af­ter the post pro­duc­tion meet­ing with the client. We had done an ex­ten­sive recce in Is­tan­bul but dis­cov­ered Baku, Azer­bai­jan as a more beau­ti­ful and un­ex­plored lo­ca­tion, we be­lieved it would make our film more beau­ti­ful and took the call, the client be­lieved in our vi­sion, our be­lief and our pas­sion”.

Kevin Hu, Mar­ket­ing Direc­tor, South East Asia Re­gion, OPPO shares his per­sonal ex­pe­ri­ence with the Fuel Team say­ing “We pitched to the Fuel Team 3 weeks be­fore the shoot­ing day; within 3 weeks, Fuel Team has fin­ished the sto­ry­board, shoot­ing plans, venue recce, props and clothes and even se­lected the male model”.

Kaushal adds, “It was a col­lec­tive ef­fort be­tween three coun­tries, In­dia, Pak­istan and China.” Fuel is built of four vet­er­ans, from the in­dus­tries of film mak­ing, ad­ver­tis­ing, tele­vi­sion and mar­ket­ing, we have over fifty years of col­lec­tive ex­pe­ri­ence, which works be­side you for the brand. From strate­giz­ing on the way for­ward in mar­ket­ing, to work­ing out a brief and tak­ing it for­ward to con­cept, to script, to bud­get­ing, to shoot­ing and to on time de­liv­ery, on bud­get. Fuel part­ners the brand and prefers to be the brand cus­to­dian.

This is the rea­son why OPPO, Usha In­ter­na­tional, In­di­a­b­ulls, Cen­tury Ce­ment, Fa­zlani Foods, Fan­zart, HOM TV and Par­adise Builders have worked with us di­rectly this year and con­tinue to work with us. Fuel has a so­lu­tions mind­set; we be­lieve that Ideas only have cur­rency, if they see the light of day. Which is why we like ex­per­i­ment­ing and we like con­straints of all types; they keep things real, and get ideas ex­e­cuted, this is why our col­lec­tive’s DNA is built on be­ing turnkey, be­ing agile, and be­ing pocket friendly.

For clients, who wish to be able to con­nect with var­i­ous stake­hold­ers and not just work to­wards a spe­cific mar­ket­ing task, Fuel is both a think tank and ex­e­cu­tion arm. With qual­ity tal­ented peo­ple on board who have the abil­ity to cull, cu­rate and present ideas from life in­sights with an un­der­stand­ing of sub cul­tures.

Raj Kaushal is the nerve cen­tre and the Chief Creative Of­fi­cer, Aman Khan is Head of Nar­ra­tive, Pooja Khubchan­dani is the chief whip, lit­er­ally and the Head of Pro­duc­tion and Sid­dharth Ag­ni­hotri, brings it all to­gether and is Head of Vi­sion.

“Within 3 weeks, Fuel Team fin­ished the sto­ry­board, shoot­ing plan, venue recce, props and clothes and even se­lected the model” Kevin Hu

Aman Khan, head of nar­ra­tive, and Raj Kaushal, chief creative of­fi­cer, two of the four vet­er­ans who make up Team Fuel.

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