Presented by:

Nitish Gagneja
Pranjal Seghal
Karuna Miglani
Rinky Sachdeva
About Daikin
Japanese air conditioner manufacturer daikin: launched in the year
2003 with the aim of gaining 15% market share.

Existing scenario: Rs 20 bn air conditioning market had more than 20
heavyweight brands along with the unorganized sector with 25%
market share.

Rediffusion DY&R agency: Rs 35 mn given as budget which targeted the
mature end of the market with the proposition of complete silence to
signify the technology of brand.

End result: ranked number 1 in terms of value and captured 50% of
premium split market.

Process for making an ad film
1
Review the creative brief
2
Think pictures
3
Use narrative
4
Write a script
5
Prepare a storyboard
6
Get the commercial produced
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
To understand the communication background and objective of the
television campaign.

Attention to be paid to the big or central message.

Daikin exaggerated the concept of pin drop silence to convey the message
that daikin works silently..
Advertisers need to think in terms of images to tell a story and use
words as a consequence of these images.

Daikin: depicted the big idea that sounds made by insects, ants or
houseflies are also audible when its daikin silence.
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Take the visuals forward and write a scenario that completes the story
and takes it to a logical conclusion.

Daikin:
Ad 1: two men taking a snooze on a couch.
Ad 2: lady looking herself in the mirror.
Ad 3: woman browsing through magazine in a dimly lit room

Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Blueprint comprising of dialogues, sounds, acting instructions and
visual shots for a film or commercial.

Standard nomenclature for script writing:
Name of brand, length and name of commercial on top left corner.
Divided into 2 sections: left we have video instructions or comments
written and right we have audio instructions written.
Customary abbreviations are used( SFX,VO)

Script is brief and pays attention to what audience sees than what it
hears.

Opening shot should grab attention of audience and closing shot
should reinforce the main idea and product should be featured near
the final shot.




Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced

Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
While a script tells a story using words, a storyboard
does it through selected illustrations or images.
Prepared to pre-visualize the motion commercial
Written directions describe the accompanying image
and indicate the action
Optimal no. of frames: 6-8
When there are many frames to indicate a single scene,
a moodboard is created
Like a storyboard, a photoboard of the commercial
with snaps of the commercial can be prepared aftr it is
shot for documentation purposes.

Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
No of scenes ands shots
No of scenes in a commercial determine its speed
Usually there are 4 to 6 scenes in an average 30 second paced commercial
Daikin spider ad had only one primary scene
Setting
Could be a constructed studio set or some real location
Used to set the mood and commercial of the commercial
Monochromatic setting in Daikin spider ad encourages people to dose off
and keeps their attention focussed on the ad
Length
Slots are usually for 10, 15, 30 and 60 secs
Usually are 30 secs in length and are shot in way that after some time they
could be tailored to 10 to 15 secs
Casting
Could be on-camera or off-camera talent
On-camera characters, spokesperson and on-screen announcers
Off-screen off-screen announcers and characters
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Costumes and make-up
Costumes depict personality of characters, their culture, the weather or
time of the year
Makeup could depict skin problems, glowing skin, grey hair or silky hair
Props
Product props package from various angles, logo, enlarged size, people
using it
Support props help setting the scene or furthering the story
Art decisions
Dominant colour scheme, design of the objects used, the flow of action
across scenes, graphic elements like super and logo, etc
Lighting
Usually falls under the directors domain
Certain special instructions might be specified in the script if they are
necessary for the story
Pacing
Pacing is how slow or fast an ad is


Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Camera shots, moves and transitions
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Camera shots, moves and transitions
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Camera shots, moves and transitions
Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced
Camera shots, moves and transitions
Post production work/ Editing

Compilation editing
Various unrelated shots at different places are placed together
Story is narrated by voicing it over action

Continuity editing
Various shots are related to one another and take the story forward
No narrator is required

Crosscutting
The camera cuts from one action to another in an alternating
fashion to show some relationship between them


Review the
creative brief
Think
pictures
Use
narrative
Write a
script
Prepare a
storyboard
Get the
commercial
produced