Amidst the plethora of content available to us, what are the elements most common to marketing campaigns these days? Banking on celebrations, festive mood, politics, topical subjects and not-so-subtle branding, maybe? However, there’s one brand that is not just giving everyone a reason to smile, but also helping them relive an era of their lives that is never coming back.
Revv, the car rental company, launched their new feature ‘Switch’ and their film, conceptualized by new-age marketing communications agency BoringBrands, has warmed the cockles of every heart – young and old. Garnering over 250K views within four hours, the video is a winner already, but what we especially loved is how it weaves the most beautiful association with Switch in a seamless way. It poignantly depicts the life of a man caught up in his daily routine, which is beautifully juxtaposed when he fondly reminisces his carefree hostel days and the uncomplicated life he led there.
From dates, to placement and parties – do we remember who lent us that blazer that the date found really ‘classy’? And what about those pair of formal shoes we walked into the interview room so confidently in? Owning nothing, but still having everything – that’s how we all sailed through our hostel life and that is what the film captures with its story. The video reminds us how it’s all about being in the moment and making plans that are flexible and fun, just like how it used to be in our hostel life.
Commenting on the insight behind the film, Karan Jain, Co-Founder, Revv said, “Today we have ever-increasing incomes, amenities in life and a nomad lifestyle. We are all looking to have it all and yet, be in the phase of ‘no strings attached’ way of life. We observed that around 65% of millennials would lease a car over owning it, as they prefer a no-commitment lifestyle. Our offering ‘Switch’ fits in seamlessly with the millennial lifestyle and the film is an extension of that ideology. We delve into the hassle-free living of our hostel life, where we had everything, and owned nothing.”
The film has been scripted by Muddassar Hussain and directed by Vinay Jaiswal.