OVERVIEW

Zayyon has launched an innovative wristwatch for kids. The aim is to introduce
and position the product as unique option for parents and kids to staying in
touch.

The brand message theme will be - “Love is ~ Staying In Touch”

The target audience though kids, the buying capacity is with the Parents. Hence
the scope entails both kids as well as parents. Hence the pitch is for an
emotionally engaging infomercials.

The approach taken is to create a brand viral that can engage the target audience
while embedding the Brand in their psyche.
DELIVERABLES
PROJECT Brand Video D U R AT I O N Flexible
LANGUAGE English/Hindi F O R M AT Digital Medium
C AT E G O R Y Web Commercial AUDIENCE Consumers
 RATIONALE

We are trying to strike the emotional chord amongst the target consumers –
the Parents, for a “top-of-the-mind” brand recall. The primary concern of any
parent is the safety and security of their children. Often this leads to Parents
being rigid about letting the kids go unsupervised, thus restraining them in
some way from their desired experiences.

We are positioning Zayyon's GPS-enabled, intuitive wrist watch, “vGo”, as a

solution to the both parties - parents as well as the kids, by introducing the
concept of "Freedom & Safety". While the kids can have their "freedom", the
parents can be assured of their "safety".

Just to give a reference of the promotional strategy Amazon's “Kindle” device,

had tried similar approach with their new set of TVCs. A narrative that caters a
wide group of individuals, across vast demographics, as the consumers of the
product.

With the right music, hummable jingle, good lead cast and strategic digital
promotion, this could become the next viral video.
 TREATMENT

There will be 3 parts to the vGo Watch brand video, each being an independent capsule
videos:

BRAND COMMERCIAL:
Treatment of the film shall be very lively, energetic, fast paced ensuring connect to the
target audience. The key give-away from this film is the sense of peace & security that the
parents will have, knowing their kids are always safe and trackable. Simultaneously, the
video will showcase the features of the vGo Watch.

CONSUMERS INTERVIEWS:
We will present the product being tested with a set of Beta users (actors) and have their
testimonials as parents, kids and elders.

KICKSTARTER PITCH:
This will be a typical “Apple” product video, showcasing the vision, the research and include
the interviews of Key Stakeholders. Finally, their will be a “Kickstarter” pitch, which will be
an independent section of the video.

During various sequences in the Brand Commercial, we will showcase the key functionalities of the
watch. The visual graphics (vGo watch & app screens) will popup on screen, around the characters.
Final screen, will FADE IN to a screen showing vGo watch & logo.
vGo WATCH

vGo WATCH FEATURES:

• Made for children, seniors, and even pets, so you can keep your whole
family safe.
• A snap-it-on wearable watch that also serves as a phone and GPS tracker.
Choose from different colors and patterns.
• Set up designated areas your child is allowed to be in and get alerts if they
travel away from those zones. Get live updates and projections on which
direction they’re moving in. Allows for two-way text messaging. Comes
with Voice activated response system.
• Waterproof, impact-proof and has a battery that can hold a charge for up
to a week.
• Heart Rate Monitor & other sensors for other objectives ( Air quality &
temperature)
• Multiple language support.
• A basic avatar based training tool for kids - like brushing time / sleep time
/ breakfast time and other daily routines.
• Download the vGo app to get real-time updates of your kids’ locations and
monitor their activities from your phone.
 BRAND COMMERCIAL CONCEPTS

FAMILY MOMENT
A man and a woman , dressed in black suits is taking cover behind
bushes, looking at each other, and signalling like professional spies.
They are talking to their wrists, which flaunts a vGo watch.

It seems they are targeting a kid, who’s hiding behind some other
bush. The kid senses danger and takes off, hides somewhere else.
The spies continue to hunt him down. An old man notices them from
a distance and heads over to them.

Just when the spies are closing in on the kid, hiding beneath a table,
the old man comes and points guns at them. The kid jumps out of
his hiding place, shouting excitedly – “We won!”. The old man and
the kid give each other high-five. And we find out it’s a family out on
a vacation at an amusement park, playing together and having fun.
 BRAND COMMERCIAL CONCEPTS

KID EXPERIENCE
The Young Girl, one of the sibling, is returning from school. She
stumbles and falls into a ditch alongside the road. Unable to get out
on her own, she presses the SOS button.

To her surprise, Her entire family arrives there to save her. They are
all in the circle of emergency contact.

The same girl is sleeping in her room, when she hears the windows
rattle. She presses SOS. Again, the entire family gathers. They give
her a stern look.

Next day, at the breakfast table, the girl sees the entire family busy
in their respective chores. She sneaks away, slips into a closet and
presses the button.

When the family opens the closet, she smiles sheepishly.

 BRAND COMMERCIAL CONCEPTS

GRANDPA’S SAVIOR
The grandpa is on his routine morning jog, when he feels uneasy and
nauseated. He faints, tries to hit the alarm, but is unable to do so.

When he wakes up, he finds himself back in the house, with his
daughter-in-law and son by his side.

They had spotted the anomaly and brought him home.

Days later. Grandpa and grandson are taking a stroll in the woods,
when the grandson, mischievously hides away. But the grandpa
tracks him and finds him.
 LOCATION REFERENCES

Following images are for reference purpose only. The idea is to achieve this kind
of neutral or more western-influenced locales.
 CAST & COSTUME REFERENCES

Following images are only for reference purposes. The idea is to achieve this
kind of neutral or more western-influenced locales.

Meticulous attention will be given to

the costumes and indoor setup to
make a convincing narrative of a
western family.
OUR PROCESS
 COMMERCIALS
Given the scope of work guidelines, set during our recent meeting, the
previous quote for Mumbai shoot will have to be revised. Please review our
recommendation.

MUMBAI ALIBAUG GOA

• A western family of 5, • A western family of 5, • A western family of 5,

grandpa, grandchildren grandpa, grandchildren grandpa, grandchildren
and couple. and couple and couple
• Private Villa • Villa, Beach & Forest • Villa, Beach & Forest,
• One Day Shoot • Two Day Shoot Street
• Two Day Shoot

We feel Goa would be a better fit for location as we would have a natural
western-like ambience. If we shoot on street too, we would see westerners.
Road & Street-signs will be avoided.

A revised final budget will be submitted, once we lock on the script.