Ahsaas Channa got cheated & #MovedOnToMojoPizza

Ahsaas Channa’s prayer got answered!

Ahsaas Channa trying a jugaad

Client Brief

The brief was conceptualise and write 2 to 3 ad films of 20 seconds each (12-15 sec for story, 5-6 sec CTA). It needed a catchy element that is consistent throughout all ads (example: small kids from the Flipkart ads, Mentos Zindagi, Cadbury jingles).

Idea

Concept: Itna Hi Nahi Aata

When we order a mediocre pizza, we either get disappointed with the negligible amount of toppings, get annoyed, question
the existence of such bland pizzas or simply accept the fact that ‘Itna hi aata hai’.

But now, thanks to Mojo Pizza, there’s 2X toppings on our pizzas; and some of us are still unaware of this fact. Here’s a series of
snackable films where such unaware souls are getting introduced to Mojo Pizza and realising that pizza mein ‘Itna hi nahi aata’!

To make the series visually unique and memorable, it will be set up in a same living room with an iconic orange sofa (brand
colour). Characters keep changing, while the set up remains the same.

Execution

Creative Agency's First Thoughts

We got an interesting insight for the concept which was very relevant. The pandemic times has increased the value of home deliveries and these films adhere to the consumer’s disappointments with their orders, while providing them with an apt solution. We mean it’s pizza that we are talking about, so the problem is real. There is an essence of humour in the script and if captured well it will make the films really catchy. All the above thoughts are very well highlighted in the script, thus the treatment of communicating the thought should be complimenting.

Film 1 - Complaint

A young guy is sitting on the orange couch, talking on the phone agitatedly with the customer care of an ordinary pizza shop. He is holding a pizza box in one hand and a phone in another.

Guy: Hi, I ordered for one Farmer’s Garden Pizza... But farm toh ekdum banjar nikla... Where are the toppings?

Customer Care: (voice from phone) Sir, itna hi aata hain! (Guy gets dejected)

Just then a godly baritone voice speaks, “ITNA HI NAHI AATA!”. We see a closeup reaction of the man. Camera pulls out, and we see that the box of ordinary pizza is now replaced with a box of Mojo Pizza.

Product window: Toppings explosion shot as per the reference

VO: Jab Mojo Pizza mein aaye 2X toppings, toh kab tak khaoge kum toppings wala pizza?

[Cut to] We see the guy now devouring a slice of Mojo Pizza loaded with toppings.

The VO completes the CTA: Move on to MOJO Pizza!

Film 2 - Prayer

A girl is sitting on the orange couch with legs folded and an ordinary pizza box on her lap. Her eyes are closed and hands are joined to pray.

Guy: Please God! Aaj toh ad jaisa pizza ho! Loaded with toppings!!!

She meekly opens her eyes, and expectantly opens the box. To her disappointment, this time also she sees plain jane pizza with very few toppings. Her anger bursts, and she yells, “Kyun bhagwan kyun! Kyun hamesha itna hi aata hain!”

Just then a godly baritone voice speaks, “ITNA HI NAHI AATA!”. We see a closeup reaction of the girl. Camera pulls out, and we see that the box of ordinary pizza is now replaced with a box of Mojo Pizza.

Product window: Toppings explosion shot as per the reference

VO: Jab Mojo Pizza mein aaye 2X toppings, toh kab tak khaoge kum toppings wala pizza?

[Cut to] We see the girl enjoying a slice of Mojo Pizza loaded with toppings.

The VO completes the CTA: Move on to MOJO Pizza!

Film 3 - Jugaad

A guy is sitting on the orange couch with 2 ordinary pizza boxes opened in front of him. He is engrossed in plucking toppings from one pizza and fixing them onto another. We see that all its toppings are now settled on the second pizza, making it look fairly loaded but messy at the same time.

We see another guy walking past the couch, he stops looking at this mess. Disgusted with the sight, he says, “Zyada toppings ke liye itna jugaad?”

As the first guy picks up a slice, a loose topping falls off. He quickly picks it up, not letting it go waste and embarrassingly replies, “What to do man, ek pizza mein Itna hi aata hai.”

Just then a godly baritone voice speaks, “ITNA HI NAHI AATA!”. We see their reaction in closeup. Camera pulls out, and we see that the box of ordinary pizza is now replaced with a box of Mojo Pizza.

Product window: Toppings explosion shot as per the reference

VO: Jab Mojo Pizza mein aaye 2X toppings, toh kab tak khaoge kum toppings wala pizza?

[Cut to] We see both the guys enjoying a slice each of Mojo Pizza loaded with toppings.

The VO completes the CTA: Move on to MOJO Pizza!

Treatment – Subtle Quirky

Why? - The mood of the script and characters, is very energetic and young, the audience of our films are either young by age or by nature so this treatment is apt. This treatment will convey the thought very effectively and entertainingly. The particular treatment will enhance the portrayal of our audience’s problems and solutions which are quirky but serious in nature.

How? - The performance of actors will play a very important role, in order to achieve this treatment. The camera techniques will be designed with an intention of enhancing the sense of humour in the scripts. Humour is completely dependent on timing, thus the style of editing will also help the process. The VO and background music will compliment the ambience of the film.

Result

YouTube views dates 31-01-2022

Ahsaas Channa got cheated & moved on! - 36,619 views

Miracle! Ahsaas Channa’s prayer got answered! - 380,444 views

Don’t do jugaad. Move on to MOJO Pizza! - 71,104 views

Credits

Brand : Mojo Pizza - 2X Toppings
Client : Eatclub Brands Pvt Ltd.

Concept: Motley Advertising
Creative Team: Priyanka Surve and Jason Menezes
Production House: Connecting the Dots Films.
Creative Producer: Ojaswi Sharma.
Creative Director: Manoj Bapat.
Director: Nitish Budhkar.
Creative supervisor & Photoshoot: Rahul Sompura.

DOP: Bibhu Das.
Line Producer: Raj Surve.
Producers: Ojaswi Sharma & Manoj Bapat.
Production Designer: Bhagyashri Murade - Gawali.
Wardrobe Stylist: Sia & Anjali.
Music Director: Sushant Sonawane.
Storyboard: Rahul Sompura.
Casting Director: Leena.

Light Supplier: SS Lights.
Gaffer: Saddam.
Production Manager: Mangesh Updhyay.
Camera- Kshitij Entrainment.

Editor: Vaibhav Dabhade.
DI Artist: Prashant (Dreamtone Studio).
VFX - Pestle Studio (shubhankar saundankar).
Animation - Prajwal Kotian.

Food Films
D.O.P - Ramesh Mangaonkar
Producers - Amruta Karnik & Ajinkya Dilip Nikam

Pack shots - Ajinkya Dilip Nikam

Foodstyling - Mrunak Ajinkya Nikam

Motley Advertising

Creative

Mumbai

Services

Clients

Category Experience

Employees

1-10 Employees

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