When Satish Kaushik performed magician for NECC, Advertising & Promoting Information, ET BrandEquity

A nonetheless from the advert

Because the nation mourns the lack of Bollywood fame Satish Kaushik, ETBrandEquity determined to look again at one of many adverts that Kaushik featured in and introduced a smile to individuals’s faces.

At a time (round Nineteen Eighties), when the exploitation of poultry farmers was on the rise, Dr BV Rao of Venkateshwara hatcheries established a cooperative mannequin known as Nationwide Egg Coordination Committee or the NECC.

Whereas this might be a solution to curb the exploitation, how would one enhance consumption of eggs was the query. Indians wanted to be made conscious of advantages of eggs. NECC determined to roll out adverts that communicated the identical, considered one of which featured Kaushik.

Going again to the Nineteen Eighties, when Mr.India launched, together with Anil Kapoor and Sridevi, Kaushik too grew to become a favorite throughout households.

Kailash Surendranath who directed this advert, did not actually know Kaushik personally at that time limit. “Once we met, he requested how we even considered him for this. He was very supportive and cooperative all through,” he added.

In these days, aside from mainstream heroes, endorsements did not actually fetch a giant sum. Surendranath talked about that it was by no means an issue for Kaushik in any case. “He did not even ask for a charge. He stated no matter you pay me is ok,” Surendranath stated.

Coming to the advert jingle, as Surendranath remembers, it was a tune from a 1947 film known as Shehnai, that was re-made for the NECC adverts. “There was a line within the tune ‘khilaunga murgi ke ande‘ which was caught in my head. So throughout brainstorming, we determined to go forward with this and that is how the script developed,” Surendranath shared.

When one hears the jingle, the accent isn’t utterly Indian. It offers a touch of when in all probability a Britisher would converse in Hindi. Surendranath shared that he had intentionally retained that accent. “I wished it to be paying homage to the outdated tune,” he stated.

The advert options Kaushik as a magician who’s exhibiting tips to youngsters. Usually when a magician is enjoying his hat trick, one would count on a mainstream pigeon to fly out.

This advert, featured eggs popping out of the magician’s hat. Surendranath felt that it struck a chord with youngsters as effectively.

The advert was means forward of its time, when it comes to visible results as effectively. The Nineteen Eighties was not a digital period in any means, no company had a correct VFX set as much as showcase an egg floating. But, this advert confirmed an egg floating within the air earlier than Kaushik caught it.

“We used an invisible thread for it,” shared Surendranath. Actually, even in Mr.India, numerous scenes had been performed utilizing this invisible thread, he talked about.

Surendranath had spoken to Shekhar Kapur (director of Mr.India) on how the invisible particular results had been performed. “And Shekhar instructed me about this concept,” he stated.

“There was anyone standing on a ladder like a puppet present with a stick and the egg tied to it and he was manipulating it up and down. It was fairly an revolutionary little factor over these days,” Surendranath additional talked about.

Kaushik apparently loved engaged on it a lot, that the taking pictures was performed in virtually half a day. Even the remainder of the crew was in full swing. Surendranath shared that they saved making the advert up, as they went together with it.

The advert went on cinema screens, on televisions and received your complete nation to giggle over one thing as fundamental as eggs. Remembering Kaushik and this advert, Surendranath shared that every time he met Kaushik after this, they used to greet one another with this jingle.

Watch the video right here:

The advert marketing campaign whose funds was solely eight lakhs, was achieved by advert guru KV Sridhar and director Ram Madhvani in simply 6.5 lakhs. ETBrandequity reached out to the makers to know all the pieces from the actors, the set location to what went behind the scenes within the making of this legendary Saint-Gobain advert

  • Printed On Mar 11, 2023 at 08:04 AM IST

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