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The Challenge
The client being a renowned remittance company needed marketing communication in form of TV commercial to reach the ethnic market specially those belonging to the Pakistani community present in the UK.
Insight
According to the 2011 report on remittances from The World Bank, the migrants in the UK send approximately $23.2 Billion to various countries. The South Asian community alone was responsible of sending approximately $6.28 Billion from the UK in form of remittances, which represents approximately 28% of total remittances from the UK.
Among the remittance destinations India stands out from the crowd receiving approximately $3.9 Bn from the UK, Pakistani expats send approximately $1.3Bn while the Bangladeshis and Srilankans send $740 M and $330 M respectively.
Strategy
Since the target market was primarily first and second generation Pakistanis who usually send funds to Pakistan in order to support their families there, we came up with a simple concept about times being changed but values remaining the same.
Execution
The creative process starting from concept presentation, story boarding to the actual shoot was conducted with client being briefed about progress at each step.
Results
High end equipment, catchy music, quality casting and voice acting along with painstakingly detailed colour correction and editing ensured the resulting product being very professional and presentable. The feedaback from members of public was highly encouraging and with long recall cycle.