Roughly 25 years ago, all ad-breaks on television were filled with reallllyyyyy catchy jingles.
Ahhh! Wonderful nostalgia.
Our latest video for Mutterfly is going to bring you truck-loads of nostalgia – pukka – 100%.
Akshay came to us with a clear proposal. He was impressed with our Stayzilla musical and wanted a video that was just as ‘zippy and addicting’. Possibly with a 90’s touch-of-magic.
Sundar understood that the founder of Mutterfly was looking for a musical/commercial/branding video.
He duly handed it to production and this was our first thought:
“A jingle?! Just like in the 90’s ?! JOLLY! JOLLY! JO….LLLLLLY! ”
Udhaya decided to go with a concept that connected to our nativity. We’d show the core message – an app that used food-sharing to bring neighbours closer – with a lovable character. This concept covered all kinda folks, from bachelors to home cooks.
Vimida listened to the good ol’ jingles for hours and then finally hit upon a suave granny character. You guessed it Nikki’s granny was the perfect mascot for Mutterfly. She was charming, kind to her neighbours and reflected the yester-generations.
But a jingle is supposed to, well, jingle, na?
The scripter dropped some food references and small servings of hindi phrases here and there to make it more rhythmic. Vimida’s brain was buzzing along to a rough tune, while she wrote this down. And as she sang the track, you could almost hear Nikki’s granny giving her ‘the seal of approval’.
Prasad drew out the MOST pumped up, foot-tapping jingle, specially made for Nikki’s Granny. Akshay loved the sub-urban, folksy feel that this desi-number was spreading.
Then, it was time for storyboarding and animation.
For Ganesan, who loves sketching scenes from the country-side in his free time, this project was really exciting. He sketched Nikki’s granny and her younger self – a cute little girl with pigtails; I HAVE to talk about Ganesan’s ingenuity here: he actually created all the styleframes (even the period ones) in color, in advance. And then applied a filter on top to give it that ‘sepia’ look – “just in case the client requests them in color”. Props to him on his futuristic thinking.
Sara, our animatron is a quiet interviewee. Ask him what part of the video was challenging and his reply is a calm smile. But after a lottttt of pestering questions, he finally hinted at struggling a little for the dance scene. (Rumour has it that he choreographed the moves himself and then taught them to his animatables. *insert impressive emoji*)
Thanks to Ganesan and Sara, this video turned out to be visually enticing in places like the logo entrance and the transition from our granny’s past to her present – WAH!
Nikki’s granny is soooo adorable – whether she’s young or old – whether she’s eating parathas or pizza – she’s got great gusto. And that just makes me wanna give her a BIGGGGGG hug
Pretty soon, we began humming lines from this upbeat musical. I bet you won’t find a single Indian who can resist saying ‘Hai, hai’ and ‘karo Mutterfly…karo Mutterfly’.
As always Shareef was a constant support to us in every phase, be it getting the music from Prasad or shuttling ideas with Akshay, he kept up the spirit during production. Going in, we had great expectations for this project, given its zany composition and the funky animatables. And all that work truly paid off when we heard the good news.
Sundar was ecstatic when he shared the stats of this video; our video had grabbed 707 views in the first week that it was uploaded on our YouTube channel – that is more than 10% of our subscribers – yayyyyy! It even scored a tremendous 6.7K views on Mutterfly’s facebook page.
I’m telling you, dancing grannies are all the rage in 2016!
With Mutterfly we kickstarted 2016 in a HYPER-JOLLY mode.
Mutterfly is truly one of those tracks you really can’t stop mid-way. You HAVE to finish it.
And a 5, and a 6, and a 5, 6, 7, 8….
“When Nikki’s granny was very very young…neighbourhood was verrrrry fun….mmmm….”