Gum On | Race
Gum On is a brand of chewing gum owned by ITC company.
The idea for the commercial was centered around a race taking place in a college corridor. The surprise element of the race are its participants - the turtles, Rocket and Goli. Hence, the race is designed to take place slowly.
The production designer Sonali Bhatia constructed a very interesting highway-like set for the turtles to race on. A two-camera setup was used and multiple shots were taken in a day to shoot the ad.
During the PPM, it was suggested that the finishing line be moved closer to the turtles and the idea was immediately accepted by the client.
In collaboration with ___________agency, we created a humorous and light-hearted ad to highlight how gum can be your companion whenever you need to pass time. This was perfectly encapsulated in the closing line, “Time lagega, Gum On Chalega”
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