Scarecrow created a TV commercial for Rupa’s flagship brand, Frontline, to encourage higher voter turnout in the country. Through this film, the innerwear major Rupa took its communication beyond product messaging and addressed an important social issue.
The film showed a group of hooligans moving through a street, threatening people and warning them not to vote. Fear spread among the town’s residents, and most of them chose to stay indoors. However, one man decided to act differently. Wearing a Rupa Frontline vest, he faced the hooligans with intelligence and courage. Without using violence, he outsmarted them and successfully went on to cast his vote. The film ended with a powerful voiceover introducing the brand’s new tagline: Raho duniya se ek kadam aage.
The soundtrack played a key role in setting the mood of the film. It was recomposed by Rooshin Dalal and was inspired by the patriotic Bengali song Ekla Cholo Re, written by Rabindranath Tagore. The music added emotional depth and strengthened the message of standing up alone for what is right.
Frontline had always been the company’s flagship brand, and Rupa was keen to take its communication to the next level. The story helped reinforce the brand’s core thought while also connecting with society in a meaningful way.
In India, voter apathy had remained a long-standing issue. Election statistics since independence showed that nearly half the population did not vote. The brand saw this as a powerful issue it could relate to and decided to give its communication a new direction.
Earlier, Frontline was positioned as Sabse Aage. Its films relied on humour. With this film, Scarecrow brought the positioning to life by giving the Frontline man a clear and strong personality. The new tagline captured this spirit perfectly.
Great care was taken to keep the action realistic. Scarecrow conducted an intensive recce to select the right locations and camera angles. Sound was also a critical element, and Piyush Mishra, as composer and singer, blended grunge with melody to deliver a memorable and impactful score.