Qualitynet, had consistency in its speed. The competition was known to exaggerate its claims in regards to speed, promising customers what they couldn’t provide. The target was to reinvigorate the Qualitynet brand as a speed consistent provider that doesn’t exaggerate its services.
Bollywood cinema has a loyal fan-base of Kuwaitis that dates back to the 70's. We juggled with the concept of the Kuwaiti phrase called "film-hindi" or "a Bollywood movie". This is a phrase that is synonymous with exaggeration. If someone exaggerates when telling you a story, you say "what is this? a Bollywood movie?".
Our idea was to deliver the concept of speed and exaggeration within the framework of a “film-hindi” that is locally and culturally appreciated. We travelled to India and produced the advertisement there, with a RajniKanth impersonator taking the main role in a scene from a "lost Bollywood film of the past". , collected sound effects from early Bollywood cinema, and replicated the classic film look (with all its flaws, scratches, frame skips). We composed a Bollywood-style song, with indian-kuwaiti lyrics. And we ended it with our tagline: This isn't just an Bollywood film, This is the speed of Qualitynet.