Internship report by Ashish Raja

“ Art-Direction ”

An Internship report submitted to Department of Fashion Communication NIFT-Bengaluru

In partial fulfillment of the degree of Bachelor’s of design in Fashion Communication

Guided By Ms. M.N. Sangeetha Rajan Assistant Professor

Submitted by Ashish Kumar BD/14/2839

Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102 1

CERTIFICATE

This is to certify that the Industry Internship titled “Lowfundwala Communication” is a record of work done by the student, Ashish & BD/14/2839 as a Regular student for the degree of B.Des Fashion Communication during the period of 01/06/2017 to 30/07/2017, which represents as independent work and does not form the base for any previous work..

PLACE: Bengaluru DATE :

Under the Guidance

Ms.M.N Sangeetha Rajan Assistant Professor Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102.

------------------------ (External Jury Member)

-----------------------(External Jury Member)

------------(External Jury Member)¬

CONTENTS

Acknowledgement

Company Profile

Introduction

Organizational Structure

Departments within the company

22-26

Clients/Accounts

Projects: Projects 1 : Happydemic

29-59

Projects 2 : Tilt Shift Labs

61-75

Projects 3 : Anandrathi

77-85

Projects 4 : Peesafe

87-93

MyLearning

Reference/Bibliography

Acknowledgement

At first I would like to thank Mr.Harsh Desai the Co-founder of lowfundwala communication, for giving me the opportunity to do an internship with his organization. For me it was a unique experience to be in Mumbai and to work with creative team as Art Director. It also helped to increase my interest in Art direction as I have few plans for my future career. Especially I would like to thank Mr. kashyap Swaroop the founder of lowfundwala. He thaught me lost of thing apart from design thing which is must require in Industry Also he helped me to develop the thought process. I also would like to thank all the people that worked in the office of lowfundwala communication In Mumbai.With their patience and openness they created an enjoyable working environment. Furthermore I want to thank all the designers and delivery people with whom I did the fieldwork. We experoenced great thing together and they have shown me a beautiful part of this industry. At last I would like to thank Mr.Shivanlingam Sir, the director of NIFT college and the fashion communication Department CC Mr. parshanth K.C and Ms.Sangeetha Rajan my Mentor to allow me to do this interesting internship.

Name

Lowfundwala communication

Type

Production house

Founded

Mumbai (2013)

Location

Bungalow No.96, SVP Nagar, MHADA, 4 Bungalows, Andheri West, Mumbai-400053

Key people

No. of employees Website

kashyap Swaroop (CEO,Founder of company) 10-12 https://www.lowfundwala.com

Company profile Lowfundwala is Mumbai based startup for ‘startups’. Lowfundwala creates storified videos for startups. They began their journey late 2013, and have gone on to establish themselves as industry favorites among early and growth stage startups all over India. It all started when Kashyap (the founder) bought a camera from his own pocket money and created a promo video for a college senior’s startup, flat.to. “The video was widely appreciated by other startups, which meant I worked part-time in my final year of college, while networking with the most promising talent from the media industry to form a crowd-source resource pool for future projects. Networking and talent discovery is still at the core of our Startup. We make it a point to give incredibly talented technicians their first breaks,” he says.

Introduction

Lowfundwala Productions, a product of Tilt Shift Media LLP, is a new-age full-service digital agency that loves to tell startup stories. Started in August 2013, Lowfundwala Productions has worked for over 25 startups and large enterprises, most of which’ve eventually gone on to raise funding or get acquired. Having executed over 70 projects (nearly every client is a repeat customer), Lowfundwala is THE startup to go to for your startup video. Lowfundwala is a production house for startups, music bands and struggling artists to make their promotions videos or short films. The name of the company is a lovely play on words and means a service for the budget folks and can also be extended but probably after you’ve seen the movie. The fact that Kashyap is in his final year of college might come is as a bit of a surprise but he has been subjected to a lot film-making as his entire family is into it, including his sister Ardra, who is the co-founder at Lowfundwala. Kashyap is studying civil engineering at NMIMS in Mumbai. “I had gone to Kerala with my mother accompanying her on a movie when I was ten years old. I was influenced by a sustainable house project over there and hence got into this stream,” says Kashyap. In his final year at the moment, his genes had to play a role and hence Lowfundwala came into existence 3 years ago. They’ve already completed four projects (Flat.to, Haptik, Directi and Instamojo,Uber, Hcl,etc;) and are working with the intention of getting this service to startups at a price point they can afford. Lowfundwala is a team of 6-10 young, qualified, creative and ambitious entrepreneurs. They plan to double in a while and take up more projects and expand to Pune, a fast growing startup hub in India. They have received a seed investment from Mona Raina. An entrepreneur herself, Mona started Mrigya Ventures. Mona is also a partner and Advisor to Lowfundwala. She has an immense experience in consulting for media firms. Their panel of mentors includes the best people in the industry like Kamal Swaroop and Priya Krishnaswamy (Both national award winning filmmakers with an international reputation).

Orgainzation Chart

C.E.O

(KASHYAP SWAROOP)

production Manager

Creative

(vinayak vyas)

Writer

(Priyanshee)

Sales (Harsh)

(Nikhil)

Associate production Manager

Art

(Vinayak vyas)

Sales Associate (Sonali)

(Dixit)

Intern

(Ashish Kumar)

Company Process Flow

Pre-production Treatment

Background: Brief from client Approach: Lowfundwalaâ&#x20AC;&#x2122;s approach for the film The structure of the film: The beginning: Introduction of your film The middle: The end: What we need organised/Requirements: List of things required from clients e.g. office space, interviews etc. Visual Elements: Lighting Camera movement Editing Setting Actors Props Costume Audio Elements: Soundtrack Effects Music Character Breakdown: S. Name Age

Gender

profession

Production Treatment

Expence Company Date

Lowfundwala Description

Amount

Total

Expance

Nature

Assigned to client Mode

Bill

Authorised Signatory

Receivers Signature

Post-production Treatment Post Production Work Flow 1. Logging/Organising the project (6 hours - 9 hours) Creating Bins | Color codding | Proxy | Footage Conversion| Notes | Timelines names 2. First Cut/Editorâ&#x20AC;&#x2122;s cut (9 Hours - 27 Hours) Fiction: Fully-assembled film, including all the scenes edited according to the script. Documentary: Audio Cut | Footage assemble 3. Directorâ&#x20AC;&#x2122;s Cut (9 Hours - 27 Hours) Reviewing every take and making adjustments as needed. This version of the film might also include temporary sound effects, music and visual effects that have been added by the editor and/or assistants. Titles | Credits

To be shared with client 4. Final cut/Locked Cut (9-18 Hours) This step is to explore all creative options in order to end up with a film that will not go through any further editing changes. This means, no revisions that change time or selected shots.

To be shared with client 5. Visual Effects/Animation-Sound Mixing-Color Grade (48 Hours -72 Hours) 6. Final Project (6 Hours) Assembling all the elements, render and upload.

Clients

Project -1

Brief -To make promotional video for their brand Client-Happydemic Happydemic - The Live Music Company, an initiative by Co-founder, Amar Pandit and Radhika Mukherji, with a vision to make a difference in the lives of artistes and customers. Happydemic launched in the month of April, 2016 with a team of 7 members working in a shared space and just one dream - to discover, deploy and showcase upcoming talent.

Client Brief

About Happydemic: Happydemic is an initiative started by Radhika Mukherji, Singer Shaan’s wife & Amar Pandit, Managing Director of My Financial Advisor & Happyness Factory. The company was launched on 17th April 2016 with a vision to spread happiness in the lives of artistes and customers. We call ourselves The Live Music Company. We spread happiness by curating unique experiences through the medium of live music. Think of us as an innovative solution to a wide variety of purposes. The objective is to create fantastic, fun experiences and drive business impact, where needed. We are the company of choice for visionary corporates, event management companies, hospitality industry and of course, individuals. About SongStruck: When words alone cannot express how you feel, let music do the talking. Gift your special someone 20 minutes of love and happiness in the form of live music, leaving them with everlasting magical memories. Website Link: https://www.happydemic.com/songstruck The Brief: To create an emotion driven AV that touches one’s heart The Objective: - To showcase the product SongStruck and establish it as the new way of gifting - To talk about SongStruck at GVK - To get people to book the product P.S: I have witnessed a few SongStrucks myself, just listing a customers experience: Most people for the first few seconds are a little taken aback trying to understand what is happening, but when they start enjoying the live music, we have seen people cry saying it’s the best gift they have received, enjoying, clapping and singing along with the artiste. We have also had people who start dancing when the singer is playing. But at the end, everyone has just loved the idea! Reference AVs(The one’s we love): https://www.youtube.com/watch?v=7zeeVEKaDLM https://www.youtube.com/watch?v=0tBqrioLag4&t=9s

Director’s note The idea for this film is to not only highlight the fact that music is a beautiful gift, but also that the harbinger of this gift is a human being with depth. That this person is not a commodity, but years of experience, love and emotions. It’s not just the music itself that heals, it is also the musician. Runtime: 150-180 seconds Moodboard: http://www.gomoodboard.com/boards/WrSw91rk/share References: https://www.youtube.com/watch?v=rOecHH44h5E

The Beginning Mr. Mishra and Mrs. Mishra are a sexagenarian couple, living in a small Mumbai apartment. They are in the kitchen and a small, muffled argument is taking place. Mr. Mishra is protesting something in a hushed voice - “Why do you always have to do these silly things? I don’t want someone to play for me. What kind of a gift is this?”, and Mrs. Mishra is making tea as she comforts and convinces him gently. “At least step into the living room and greet the boy”, she pleads. “It’s already been five minutes since you’ve been hiding. The tea is getting cold now, help me with this?”.

The Middle Mr. Mishra reluctantly takes the plate of tea cups to the dimly lit living room. It’s late in the evening. There’s a sweet looking 23-25 year old boy, Sumeet, seated on a stool in the middle of the room. He smiles as Mrs. Mishra greets him. “Beta, chai loge?”. He nods, “Jee aunty. Thank you.”. He politely accepts and has a shallow sip. Mrs. Mishra tries to break the ice by initiating some small talk about the weather and the distance Sumeet had to travel. Sumeet politely engages. She finally asks him to play a song that Mr. Mishra loves. Sumeet smiles and happily indulges her. Mr. Mishra is passively interested, not giving a care for what’s happening. Till Sumeet’s first breath enters the flute and sweet melody escapes. One request after another, Mr. Mishra warms up to him. He too, requests a song or two from records of the past. He is pleasantly surprised to learn that Sumeet knows these songs, despite being just 25 years of age.

The End Finally, Mr. Mishra asks Sumeet to play his own original song, and Sumeet is overjoyed to do so. Mr. Mishra dims all the lights till only Sumeet’s form is bathing in yellow-golden light. Mr. Mishra and Mrs. Mishra hold hands, he smiles. Meditative flute music fills the air. Fade to black.

Timeline Songstruck Brand Film Production Timeline Pre-production: Scripting (25th - 5th) Storyboarding (25th - 5th) Casting (6th-7th) Recce (6th) Props acquisition (8th) costume (8th) Locking Cinematographers, Sound recordist, makeup What all songs do we have access to? The old couple don’t have children. They’ve lead a routine life. They share an intimate relationship, because they have nobody to divide their love with. As they’re in the kitchen, we can hear some sounds from the living room. Even though the couple is old, they share a cute, argumentative relationship. The woman is the queen of the house. The boy has a background of some struggle. He’s hardened by life, but gentle, yet serious on the inside. He’s sincere, working on his instrument, tuning it. Because we stay with the couple for the first few seconds, without cutting to the living room, and because we hear chair-moving sounds coming from outside, we are curious about who’s there.

Script SONGSTRUCK INTRODUCTORY FILM Black screen: A doorbell rings. Sound of a door opening. A lighting of a stove. We hear a voice off-screen (black-screen). WIFE Suno, bahaar tumhare liye ek surprise hai. Cut to: INT.-KITCHEN-LATE EVENING A husband and wife in their 50s are standing in the kitchen near gas stove. An off-screen sound of shifting a chair from one place to other, coming from the living room, is heard. The wife is facing away from the husband, who is looking towards the wife, almost pleadingly. Slight strumming of a guitar can be heard in the kitchen. HUSBAND Par.. kya zarurat thi ye sab karne ki? Wife turns towards husband and pours hot tea in three cups placed in a tray with a plate of biscuits. WIFE Arey.... ghar mein mehmaan baitha hai, aur tum... Wife looks in husband's eyes, with a death stare. Husband takes a pause for a while. HUSBAND Main? Kabhi kisi cheez me meri opinion li hai tumne? Wife smiles and without taking a moment she hands over the tray to the husband, as if shifting the responsibility to him. WIFE Lo... ab jao bahar. Main aati hoon. Husband doesn't say anything. Looking slightly annoyed. He starts going out of the kitchen, dragging his feet. He stops at the door of the kitchen, takes a pause and turns back towards his wife with the tray still in his hands, like an unwanted responsibility. 34

HUSBAND Bouquet bhi toh gift kar sakti thi... last time jaise. Wife stares at him with a cross face. Her gaze intensifies. The husband gets a little scared and leaves.

Cut to:

INT.-DRAWING ROOM-LATE Husband enters the room with the tray in his hands. A young boy aged around 26 is sitting on a stool in the centre of the room. A small table and a sofa is placed in front of the boy. As the boy sees the husband walking into the room, he half stands up, with a slight gesture to help the husband. The boy greets the husband With a pleasant smile. BOY Hello, uncle. Husband puts down the tray on the table. He smiles back. HUSBAND Hello. Husband sits on the sofa in front of the boy with the tea and biscuits in a tray on the table between them. HUSBAND

Chai peete ho? Bann chuki hai.

BOY Hmm Boy smiles and takes up the hot tea. Takes a sip. To break the awkwardness, the husband initiates small-talk with the boy. HUSBAND

Toh...yeh kya, full-time karte ho?

Boy takes a fast sip of tea. BOY 35

Yes uncle. Husband nods his head indifferently. Meanwhile, the wife enters the room in a hurried fashion, carrying another tray with three bowls in it. She soon puts the tray on the table. And slides one bowl towards the boy. WIFE Aaj maine pineapple kheer banayi hai. Inko bahut pasand hai. The boy smiles at the wife. The husband carries a hesitant smile on his face. The wife sits beside the husband, on the sofa. She gestures him to start. WIFE Toh, shuru karein? Woh rafi ji ka jo geet tha na, usse shuru karte hain? The boy nods and starts... BOY “Hum aapki aankhon mein is dil ko chhupa dein to....” Husband appears to be slightly taken aback by the choice of song, it brings back memories. He looks a little shy. He looks towards his wife. She has a happy face with a quite childish smile. BOY “Ham moon ke palkon ko is dil ko saza dein to...” While singing the above line, the boy has a big smile on his face. The wife looks into husband’s eyes and raises her eyebrows with a pleasing smile on her face. Husband also musters a slight smile. The ice is breaking. The boy concludes the first song...the ambience is warm and happy. BOY “Uncle, auntyji bata rahi thi aapko manna de ke geet pasand hain. Yeh suniye...”

The boy starts singing a Manna De now. The husband is now slightly noticeably into the music. The wife looks happier to see the husband almost humming along. The Boy stops after a while. There is a serene silence in the room. The husband looks visibly pleased. He looks towards the boy. The husband adjusts himself on the sofa to lean slightly towards the boy. HUSBAND beta... wo jo tum shuru mein kuch dhun baja rahe they na...? BOY Ji ji uncle... wo gaana maine khud likha hai. With a smile, the husband requests the boy to play it. HUSBAND Bahot badhiya beta.. wahi wala suna do fir. He gestures his wife to dim the surrounding lights. The room becomes slightly darker. Only one light source is on now, lighting up the boy with a flow of golden rays. The boy starts singing his own song. The husband places his right hand on his wife’s left hand. Both look at each other with love and affection. Husband mouths the word ‘thank you’, looking into his wife’s eyes. The three of them are seated in the room. a dim, golden light falls on them. The song continues, just like the night. Songstruck end slide fades in

Story-Board

My Roll -To make a visual board for the props that would be part of the shoot for songstruck introductry film - Take props from the the props store . -Record behind the sence Concept: props should be old and pertain from middle class family process: Take the props reference picture from the internet . Select the props with the help of Art-Director To edit the Making ( behind the sence)

PROPS LIST

Living Room Prop-Board

Brief Props should looks like very old , furniture should be old but it should pertain to middle class royal family

Brief

Kitchen Props-Board

Props should looks like very old , furniture should be old but it should pertain to middle class royal family

Final Props list

Set - Ambiance

Kitchen-Ambiance

Set - Design

Set-Design

Set - Design

Set-Design

Set - Design

Project -2

Brief-

To make visual Identity, Poster and promotional Stationary for new subbrand of tilt shift media.

About Sub-Brand-Tilt Shift Labs Tilt Shift Labs is the latest offering under Tilt Shift Media LLP which already has brands like Lowfundwala Communications, and Shortfilmwala under them. Tilt Shift Labs is aimed at training students across subjects in the fields of media, films, and, arts. These workshops offer as intensive hacks for students who want to pick up skills over weekends or evenings.

My Roll Assignment -1 -To make a visual Identity of the Tilt Shift labs Concept: Identity Should convey Idea of Tilt shift labs process: -Visual Identity Assignment-2 To make all the required Stationary( Certificate Poster,ticket,Banner,Notebook)

Exploration

Concept Tilt Shift Labs is aimed at training students across subjects in the field of media,film and arts. The Creation of the symbol is inspired from “Beakers” and Beakers is communicating the camera device’s “Shutter” in the shape of hexagoan. The hexagoan shape is inspired from Beehive. Bee make hexagoan shape because hexagoan shape has larger area,so be can keep honey as much as area of hexagoan so, the reason of taking hexagoan because Tilt shift lab is a place for experimentation and learning It wants to bridge the gap between experience and talent by providing deep insights from the industry. The logo also shows the bubbles inside the hexagonal flask depicting rigorous experimentation and the possibility of exponential growth shown by Fibonacci sequence, which also leads to exemplary results.

Logo

Typography

FONT:NORWESTER

TILT SHIFT LABS TILT TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT SHIFT LABS TILT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT TILT SHIFT LABS TILT SHIFT LABS TILT SHIFT LABS 1234567890

Clear Space To preserve Tilt shift media logo Identity,always maintain a minimum clear space around the logo. This clear space isolated the logo completing graphics element such as photography or background pattern that may divert attention

Colours

Stationary

Design a certificate for workshop Size : A3

Poster

Workshop ticket

Notebook

Banner

Project -3 Brief-To make a corporate video for Anandrathi Client - ANANDRATHI Established in 1994, AnandRathi is one of Indiaâ&#x20AC;&#x2122;s leading financial services firm offering Wealth Management, Investment Banking, Corporate Finance & Advisory, Brokerage & Distribution services in the areas of equities, commodities, mutual funds, structured products, insurance, corporate deposits, bonds & loans to institutions, corporations, high-net worth individuals and families. The firm has a vast footprint across India and also in select international locations such as Dubai, with presence across 1200 locations through its own branches, sub-brokers and remisers and representative offices/associate companies. The group today employs over 2,500 professionals. Citigroup Venture Capital International, the well known global private equity and Venture Capital Company holds a sizeable stake in the firm. All our offerings are supported by powerful research teams and each unit is clearly positioned to cater to the most diverse financial needs of our clients. The Anand Rathi Group is member of the Bombay Stock Exchange (BSE), National Stock Exchange (NSE), Multi-Commodity Exchange (MCX), National Commodity Exchange (NCDEX), United Stock Exchange (USE), Central Depository Services Ltd. (CDSL), National Securities Depository Limited (NSDL) and ARN holder. 77

Client Brief ANAND RATHI CORPORATE FILM Ext. Anand Rathi office. Morning. We see the Anand Rathi building in a tilt up low-angle shot. Cut to: Front desk of the AR office, the receptionist is greeting an employee as she checks in. Cut to: Amit Rathi in a brightly lit studio, against a backdrop that complements the brand’s colors. Throughout the previous shots, we hear Amit’s voice in the background. He introduces us to Anand Rathi with a quick walk-through of its journey so far. AMIT RATHI ( Indicative V.O) We started our journey in consultancy and institutional equity sales with a staff of just 15 people in 1994...by 2006, we were already among the top five wealth managers in Asia. AMIT RATHI So, while we are a large organisation with beautiful offices around the country, we are what we are today because of the kind of people we work with. Cut to: Firoz is seen talking to his team in his cabin. Cut to: Firoz talks to the camera in the studio setup. While he talks, we occasionally cut away to him at work, contextual shots/photos of himself and his colleagues. He talks about his unique background and how he adds value to Anand Rathi through radical new methods, going on to elaborate how there’s many like him at the firm. Firoz (V.O.) I come from a background in Mechanical Engineering, and...having done my majors in derivatives and finance during my PG in Management, I came in with a radical new perspective on wealth management and finance...and I was pleasantly surprised when Anand Rathi gave me the opportunity to put my thinking into action...it gave all of us a great deal of confidence in these methods and in ourselves when our product innovations started succeeding over a period of time... Cut to: 78

Rakesh Rawal is seen talking to his team, either in the open work space or in his cabin. We cut to him in the studio. He talks briefly about his background and subsequently shares insights into wealth management, and talks about why nobody does it better than Anand Rathi, perhaps touching upon the reasons that contribute to that exclusive highlight (diversity, etc.). RAKESH (Studio) I came to Anand Rathi after an innings of 8 years at Deutsche Bank, where I last served as Vice President, Private Wealth Management. Prior to financial services, Iâ&#x20AC;&#x2122;ve held key positions in Hindustan Unilever and Ranbaxy Laboratories. My foundation has always been a mix of tech and Management, having done my graduation from IIT Kanpur and my Management studies JBIMS. At Anand Rathi, diversity is always a driving force, allowing us to develop deeper insights into every aspect of wealth management... Cut to: Sujan is walking through the office, he exchanges a smile with a passing colleague. Cut to, Sujan talking to the camera in the studio. He briefly introduces himself and then walks us through why Anand Rathi is an organisation built over many man years, a fruit of sheer effort by the most qualified people in the industry. SUJAN (STUDIO) (Introduces himself first). With a cumulative experience of over 200 years in just our board of directors, we enjoy a unique, unparalleled position of leadership when it comes to Insights into wealth management in the Industry. All the subjects introduce themselves one after another (names and designations), concluded by Amit introducing himself last. Eg: AMIT (STUDIO) Iâ&#x20AC;&#x2122;m Amit Rathi, Managing Director at Anand Rathi Cut to: A shot of someone exiting the Anand Rathi office. Logo fades in.

My Roll Assignment - 1 -To make a Corporate video For Anand rathi Understand And learn light and camera angle process: -Video editing Colour grading Colour correction

Project -4

Brief- To make a promotional video For peesafe Client - PEESAFE Pee Safe as a product was launched in the year 2013 by Vikas and Srijana Bagaria. The idea behind launching the product was to prevent UTI or other diseases caused to women because of unclean and unhygienic public washrooms. Since its launch it has sold over 100,000 units. The product is mainly sold on SafetyKart.com (also a venture by Mr. Vikas Bagaria). The registered name of the company selling Pee Safe is RedCliffe Hygiene. In April 2017, RedCliffe Capital bought a 10% stake in Safety Kart and a sizeable stake in RedCliffe Hygiene. Together the brands will be further launching products like GymSafe, MoskitoSafe and PalmSafe this year. The product is also available in other countries like; Australia, Nigeria, Kenya, and Singapore and will soon be available in UAE, Spain, Ghana and Malaysia. Pee Safe also raised $1 Million from a group of investors on June 12th, 2017 87

Client Brief The video should represent what the brand stands for and awareness about the illnesses and risk caused by using an unhygienic washroom. It should state that cleaning is different from sanitizing and one must sanitize their seat before they use the seat. Unhygienic washrooms are problem most women in India face and Pee Safe is a solution to that problem (Refer below page for type form) Target Audience: Women between the age group of 18-35 years old. However, can also include mothers who would want to buy the product for their daughters. Tier 1 & Tier 2 cities is where the target customers are. Pee Safe’s Facebook Campaign: https://www.facebook.com/PeeSafeIndia/ Competitors: 1. First Step Digital: http://firststepdigital.com/ (Although the product is different, the purpose is the same) Pee Buddy’s YouTube Channel: https://www.youtube.com/channel/UCK667Ej7NeAxUuLAdru2dmA Story Behind Pee Buddy: https://www.forbes.com/sites/suparnagoswami/2017/01/29/this-man-is-addressing-uti-in-indian-women-with-a-smart-device/#648bab3d54ea (Brand Story behind the solving the same problem as Pee Safe) 2. Lysol Disinfectant Spray (Reckitt Benckiser): Solves the same purpose and many more. http://www.lysol.com/disinfectant-spray/disinfectant-spray/ Lysol Disinfectant Spray Ads: https://www.youtube.com/user/lysoltv/videos 3. Dettol Disinfectant Spray: https://www.youtube.com/watch?v=SDzMXQ2ArSY https://www.youtube.com/watch?v=tgrsY5INkXQ https://www.youtube.com/watch?v=LdWaVSitH14 https://www.youtube.com/watch?v=QKlPyiuDdh0 (Toilet Disinfectant Video) https://www.youtube.com/watch?v=It5sG2YKj6Y Videos Previously Created by Pee Safe: https://www.youtube.com/channel/UCuJXacHnH_o6xzSqse6VZ7 https://www.youtube.com/user/safetykart/videos

My Roll Assignment - To make a Visual board for idea understand the idea and create visual board

Brief The 21st century woman can take any seat she sets her eyes on - from the driver’s seat of a racecar to the highest seat of a giant conglomerate, from the most important seat of her family’s dining table, to the seat that rules the free world. She can be anything, she can be everything. But the irony of our times is that even in a time of great progress, she cannot exercise her basic right of answering nature’s call whenever she has to. Every time, she uses a public washroom, she exposes herself to the risk of getting fatal infections, UTI or even STDs. The hard-hitting #TakeASeat campaign highlights this issue and urges the 21st century woman to use any toilet seat with pee safe and exercise her basic right to answer nature’s call whenever and wherever she has to. The Beginning: The film starts with a montage of shots of multiple woman standing against different backdrops; a terrace, a conference room, a racer track, a film set. A woman’s voiceover kicks in and highlights the tale of these ‘21st century women mavericks in short, crisp copy-work. She tells us that they can take any seat they want. Corresponding to her voiceover are visuals that portray these seats (Political, sports, arts, family, etc.) The Middle: She goes on to highlight an associated irony - the fact that despite no seat being too high for the woman of the 21st century, she has to think twice before taking the seat that she absolutely must - the toilet seat. The voiceover explains why the woman of today hesitates before being seated on the plaque-ridden ceramic surface of a public restroom - the staggering chances of her contracting UTIs or even STDs. No public washroom is sanitised or safe enough for her. But when has anything stopped her from reclaiming what is truly hers? The End: The voiceover now introduces Pee Safe, as these previously introduced women apply Pee Safe on their respective toilet seats. It explains the modus operandi and benefits of Pee Safe. The women wait for five seconds and are visibly at ease on the now sanitised seat. We see a couple of product shots and the film closes with the women coming out of the washrooms with pride in their eyes, as if, they are unstoppable now. 90

Brief Concept Note: The entire ad is a typical corporate film about a fictitious startup called, ‘Freedom Cabs’ that lets women book cabs fitted with squeaky clean washrooms so that they don’t have to go to public washrooms and expose themselves to infections and diseases. It covers interviews and B-rolls of key people in the organization, the founders, the operations team and the driver partners explaining the complexity of the problem (non-sanitized, filthy washrooms, and associated diseases), followed by a demonstration of the app and a hands-on demonstration of the ‘freedom cab’ app. The ad ends with a typical team shot and fades out with text appearing on the screen saying,“this might not be a real thing but we are something that comes close enough and then goes on to explain and demonstrate the product. The Beginning The films starts with the CEO/Co-founder of the company - Dhairya Jain speaking about the journey of ‘Freedom Cabs’. She talks about the Eureka moment she had while using a filthy public washroom. We cut to show the demo of the entire app and service. The Middle The video continues with key people talking about their experiences of building the company juxtaposed with relevant b-rolls of the company. We see customers sharing their experiences using the app, highlighting how it played saviour during their time of need, not just to pee, but to get to their homes while doing so. The driver partners talk about the strict adherence to quality that the app has. The End: The film ends with Dhairya talking about how this service is helping in building a better world for everyone. The entire team of Freedom Cabs join each other in taking a group photo for the final shot of the film. The film fades out to the text, “Freedom Cabs may not be a real thing but we have something that comes close enough. Pee Safe” The film concludes by showing a demo screen illustrating benefits and applications of the product, communicating the fact that it is the best way to sanitize a toilet seat.

My Learning As a design student the whole experience was a nurturing process. In Lowfundwala I got the right platform to explore the practicality of the skills that I had acquired as a Fashion Communication student. I not only learnt about the company and the organizational structure but also about the information flow from department to department, adhering to deadlines without compromising the quality of work. As an individual, these two months helped me acquire the ability to work in a team, an approach of being open to ideas and suggestions, collaboration and criticism. Technical learning I learnt various softwares namely Davinchi for colour grading and after effect and premier pro for video editing.

Bibliography WEBSITES https://yourstory.com/2013/10/lowfundwala/ https://www.lowfundwala.com/ https://www.rathi.com/our-firm https://www.happydemic.com/songstruck-unique-gifting-ideas

Credits

BUILD THE STORY YOU WANT TO TELL

Bengaluru 98