2014 Winners & Shortlists

Brief Explanation

People are largely unaware and indifferent to their car battery brand. The Antara Gold campaign likens the battery to the human heart that is taken for granted as long as it is running. The film concept thus positions Antara Gold as truly the ‘heart’ of the car, providing that vital spark that makes cars spring to life. To break the clutter in a low interest category, the film uses exaggerated story telling, aliens and animation. It opens with the console of a spaceship beeping and blinking “Heart located”. The aliens inside the spaceship are excited and touch down. Their sensors lead them to inside a garage in Oman. They secretly watch in awe the magic that takes place when the mechanic places an Antara Gold battery in a car. The car springs to life magically with lights, music, and the roar of the engine. This, they conclude, has to be the magic thing called ‘Heart’ on earth. As the shutters come down... they make their move! In independent market research commissioned by the client, the film achieved exceptionally high scores on recall, likeability and comprehension of the concept. The heart concept has been extended to various CSR and activation initiatives.