Sonali Raj
Late evening in the bleakness of a Russian border security post, a wireless operator detects an approaching intrusion. The captain takes charge, firing orders in rapid Russian, and the troops arm themselves and take positions. Slowly, in the distance, are seen the beams of approaching headlights, as a truck drives up. The driver calmly sticks his head out to enquire, "O Pajji, chai-shai milegi kya?" This new TVC for HP Turbo Jet diesel - which demonstrates the fuel efficiency - was shot in Rohtang Pass and Chennai. The previous ad, based on similar lines, saw a truck drive into China all the way from India. Manoj Pillai of Thinkpot Productions produced the film.
The first challenge was to find Russian actors, communicating with them and creating accurate dialogues. A Russian interpreter was discovered in Puttaparthi, a small town near Bangalore that is home to Sathya Sai Baba and attracts disciples from all over the world. Peter, the interpreter, would relay directions to the Russian actors, who were also from Puttaparthi. The actors playing the captain and wireless operator are both Russians and devotees of Sai Baba.
Pillai recounts how, when he asked the captain to act angry, he refused, saying that anger went against Sai Baba's teachings. Communication, therefore, wasn't just about getting the Russian right. The film was shot in two parts.
The first part – inside the border security camp – was shot in Chennai. Snow machines were used to give the effect of ice on the window panes. Moreover, since it's hot in Chennai, the actors' body language tends to be different from when they're in freezing conditions. The second part, when the troops run to their positions in the snow, was shot in Rohtang Pass. Apart from noticing and correcting body language, the two sections of footage had to be seamlessly integrated.
This would be tricky, since the set of actors who run out in the snow are different from those inside the camp. While the people in the camp were Russians, those outside were Israelis. The TVC begins with background music that has been taken from Golden Eye, the James Bond film. At the climax, when the truck driver asks for tea, a jiggy tune in the background breaks the stumped silence. The tune has been inspired by Russian roulette. The credits for creative for the film go to the team at JWT Mumbai - Senthil Kumar and Debu Purkayastha, along with Arkadyuti Basu and Hital Pandya. They have also thought of another film for Turbo Jet and have begun work on it. The TVC currently airs in two edits - 40 seconds and 20 seconds - on several channels. The campaign includes a 30-second radio spot as well, which is being aired on Radio Mirchi, Radio City and Big FM.
Pillai recounts how, when he asked the captain to act angry, he refused, saying that anger went against Sai Baba's teachings. Communication, therefore, wasn't just about getting the Russian right.
The film was shot in two parts. The first part – inside the border security camp – was shot in Chennai. Snow machines were used to give the effect of ice on the window panes. Moreover, since it's hot in Chennai, the actors' body language tends to be different from when they're in freezing conditions. The second part, when the troops run to their positions in the snow, was shot in Rohtang Pass. Apart from noticing and correcting body language, the two sections of footage had to be seamlessly integrated.
This would be tricky, since the set of actors who run out in the snow are different from those inside the camp. While the people in the camp were Russians, those outside were Israelis.
The TVC begins with background music that has been taken from Golden Eye, the James Bond film. At the climax, when the truck driver asks for tea, a jiggy tune in the background breaks the stumped silence. The tune has been inspired by Russian roulette.
The credits for creative for the film go to the team at JWT Mumbai - Senthil Kumar and Debu Purkayastha, along with Arkadyuti Basu and Hital Pandya. They have also thought of another film for Turbo Jet and have begun work on it.
The TVC currently airs in two edits - 40 seconds and 20 seconds - on several channels. The campaign includes a 30-second radio spot as well, which is being aired on Radio Mirchi, Radio City and Big FM.
© The Brand Reporter
Sumit Jaswal
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