Excerpts from an interview with Bobby Pawar, Managing Director and Chief Creative Officer of Publicis Worldwide on the Khali Ad for Ambuja Cement winning the Black Elephant
The best of the show at Goafest, and a Black Elephant here. It seems to be Khali all the way…
Certainly looks like it. Although my face does not show it, I am very happy.
Would you say that the last year, Khali was the best creative work done in the country?
I do not really care to make such statements. [The ad] got voted on its views and shares and so was among the most talked-about pieces of work. I am proud of it, and there are quite a few people out there saying it is the best piece of work.
What, according to you, really made the work outstanding?
It is a combination of things. At its most basic level, it is a very human story about a man who’s born too big and strong for this world. His struggle with everything around him — along with the humour of him crashing into and breaking things — touched a chord. We have not just showcased a celebrity, but used one in a manner that drives the benefit of the brand.
It won two Blue Elephants, one for casting and one for direction. Getting Khali seemed to do the trick for you.
The idea was born with Khali in mind. It was Khali’s story. We would not have done it if we could not get Khali. It was a story about his life, and nobody else could have played it.
Are you looking at a sequel?
Yes, down the line. It is not even a year old right now. I guess we will evolve it and, like every story, it needs to go to different places to remain interesting to people.
First appeared in dna of brands dated June 6, 2016