Call it a repulsive habit or blame the humidity, but public scratching of the scrotal sac is a common sight in a tropical country like India. It does make for great branded content for India's largest men's underwear brand, VIP Frenchie.
We put this long-standing discipline into the spotlight with a satirical take of our own.
First came the thematic film to set context. It captured the essence of homegrown champions all over. Ughhh...
We introduced it as an organized league of chumps - The Indian Pocket Billiards League, or The IPBL (India's IPL is a massive cricket league, so we used something similar sounding, ha).
Then, we went deeper and carved out some folklore heroes. Basically, we created marquee players and local legends and made IPBL promo films for each.
First up, a son of the soil, rooted in the chawls of Mumbai (residential buildings for lower socio-economic communities), Carromball Kamble aka The Brute—he grew up playing carrom.
First up, a son of the soil, rooted in the chawls of Mumbai (residential buildings for lower socio-economic communities), Carromball Kamble aka The Brute—he grew up playing carrom.
Secondly, we have The Monk. Some say he didn't scratch his sac for a thousand years as he was meditating until one day, he scratched with his mind. Insane.
Agency - 101 India Digital
Creative Director - Cyrus Oshidar (The Bigg O)
Art Director - Rajni Gadhvi
Writer - Ramiz Shaikh
Director - Surjo Deb
Production House - Ubik Films
Creative Director - Cyrus Oshidar (The Bigg O)
Art Director - Rajni Gadhvi
Writer - Ramiz Shaikh
Director - Surjo Deb
Production House - Ubik Films
I loved working on this fantastic project. Big thanks to my mentor, Cyrus. He always said, "A ball in hand is worth two..." Never mind.
