Client – JK Tyre TAXI MAX

Campaign: PRODUCT LAUNCH

Duration: 3-5 minutes

Format: AV

FADE IN

VO (NARRATOR):

A MAN WHO DOESN’T GIVE UP IN PRESENCE OF CHALLENGES IS DESTINED TO SUCCESS.

Constant ringing of alarm clock wakes Mukesh up. Greeted by his wife and chirpy daughter, he
starts his day. A wide grin appears on his face as he watches his daughter reciting Harivansh Rai
Bachchan poem. Shifting his gaze from his wife’s dimple to the positive energy of his daughter,
he wears white shirt, black pants and takes the lift to the taxi. Singing a Bollywood song, he
enters his taxi.

The camera pans on his face.

VO (Taxi driver):

LIKE A GAME OF CHESS LIFE CHALLENGES YOU, BUT I PLAN TWO STEPS AHEAD.

He is driving and singing along with the stereo. Putting the window down, enjoying the
ambience around him, he is driving at a constant pace.

A beep on the phone breaks his concentration. He checks his Ola app. A booking flashes on the
screen.

VO (Taxi driver):

TODAY IS MY LUCKY DAY.

As the customer enters the taxi, he greets him happily.

VO (Taxi driver):

GOOD MORNING. I’M MUKESH. WHAT’S YOUR DESTINATION SIR?

VO (Passenger I):

GREATER KAILASH-1. PLEASE HURRY; I AM LATE FOR AN URGENT MEETING.

VO (Taxi driver):

NO PROBLEM SIR. YOU WILL REACH THERE ON TIME. (Emphasizing “ON TIME”)

About halfway to his journey, his concentration breaks by a gunshot like sound. The concerned
passenger exchange glances with him and his watch.

From the rearview mirror, he watches the concerned passenger. He grins.

VO (Taxi driver):

NO NEED TO WORRY SIR. IT’S NOT OUR TYRE.

Cut to next shot

Close up shot of Taximax tyres dribbling ahead in a road full of potholes, cracks and patches.

Zooming past the red light, he shifts towards the third gear as the taxi run smoothly to the
destination.

VO (Taxi driver):

YOU HAVE REACHED YOUR DESTINATION SIR.

The passenger packs up his presentation and papers in a bag. He pats on his back with a smile
on his face as he leaves the taxi.

Mukesh’s phone starts beeping. He gets another booking. Next destination is Saket. It’s rush
hour time as like the flock of cow, cars are jamming the road.

He looks left towards the camera.

VO (Taxi driver):

IF YOU DO WHAT EVERYONE IS DOING, YOU’LL NEVER FIND YOUR BEST SOLUTION.
FOLLOWING THE HERD IS THE ROAD TO MEDIOCRITY. IT NEVER SOLVES THE PROBLEM
Taking a sharp u- turn, he takes the short cut to the off-road to save time. Zooming the camera
on the Taximax tyres.

Shots of tyre soaking pressure in the unmetalled road, surviving brakes and steep paths.

VO (PASSENGER II):

THANK YOU.

As he drops the next customer, he gets another one.

Cut to next shot,

Visuals of passengers getting shuffled continuously in the backseat of the taxi.

VO (NARRATOR):

THE ONE WHO DARES TO CHOOSE THE ROAD LESS TRAVELLED FINDS THE GLORY WITHIN.

Cut to next shot,

On his phone, he receives a notification that he has completed half of his daily target.

Navigating through Google map, his next destination is IGI Airport. Driving within the speed
limit, talking to the customer, he is exchanging stories.

A medium shot of two teenagers running on the road in order to cross the busy road. They stop
few inches away from the taxi.

(Passenger III VO):

OH GOD. LOOK!

He screeches the brakes. The taxi stops within few seconds. (Focus on the Taximax Tyre.) Both
the passenger and the taxi driver shake their head in disbelief, cursing the teenagers on the
road.

VO (Taxi driver):

HOW FRAGILE IS LIFE, THERE IS A CHANCE OF FEW SECONDS BETWEEN LIFE AND DEATH.

(Passenger III VO):

THANK GOD, YOU APPLIED THE BRAKES ON TIME, AND SAVED THEIR LIVES.

Mukesh drops the passenger. A message flashes on phone, “Congratulations, you have
achieved your today’s target.”

Cut to next shot

At his home, Mukesh is reciting bedtime story to his daughter before she sleeps.

Smiling, Mukesh looks at the pan camera.

VO (Taxi driver):

THANKS TO THE TIME I CHOSE TAXIMAX. IT MAKES ME OVERCOME THE CHALLENGES. THEY
SUPPORT ME THROUGH OUT THE RIDE. LIKE A TRUE ALL ROUNDER, TAXIMAX NEVER LETS ME
DOWN.

VOICEOVER (PRODUCT SHOT IN 3D/ PRODUCT DEMO)

Visual shot of nylon lights flashing and falling on the tyre.

JK TYRE LAUNCHING TAXIMAX ESPECIALLY DESIGNED FOR TAXI TO EASE YOUR LIFE.

Shot of Taxi zooming ahead like a race car.

ASSURING YOU THE BEST MILEAGE ON THE ROAD, PROMISING THE RIDE OF MORE THAN 1
LAKHS KMS.

Close up shot of Taxi Max tyre moving past rough terrains.

BE IT ANY CHALLENGE EITHER ON ROAD OR IN LIFE, YOU WILL BE LESS VULNERABLE.

Voice of sudden brake on the road.

STRONG GRIPPING AND BRAKES REDUCE YOUR CHANCES OF THE ACCIDENTS.

Close up shot of speedometer showcasing fuel tank.

WITH TAXIMAX, BOOST YOUR PERFORMANCE AND EFFICIENCY.

In the focus, Taxi Max with all the specifications around it. Shot of taxi joining the other taxis.
All taxi drivers are standing in front of the taxi while folding their hands, posing for the camera.
BE AN ALL ROUNDER LIKE TAXIMAX.

FADE OUT
END