"Modern life is all about the little escapes", says MSM

Multi Screen Media (MSM) released three new commercials, taglined "Mazey ke break lo, kahin bhi dekh lo", for their video-on-demand brand, Sony LIV. Conceptualised by Havas Worldwide, the key message in the ads is derived from a consumer behavior study which revealed that today's consumers are hard-pressed for time and like their entertainment in byte-sizes, on the go.

  Modern life is all about the little escapes, says MSM Nitesh Kripalani, Executive Vice President- New Media, Business Development and Digital/Syndication, Sony Entertainment Network, said, "Today, India is defined by time crunches, personal and professional pressures and long work hours. The only way to deal with this everyday stress is to carve out some time for a little break. We at Sony LIV want to make these breaks as entertaining as possible for Indian consumers."

Shavon Barua, President - West and South, Havas Worldwide Mumbai, said,"Time is the biggest luxury for the young urban consumers of today. They like their entertainment in byte sizes on-the-go. This segment of young urban consumers is the potential early adopters for Sony LIV. The most pleasant thing in their time-crunched life is a short break worth its time. That's how we arrived at the campaign idea; 'Mazey ke break lo, kahin bhi dekh lo'. Quirky humour and exaggeration have been used in the campaign to be memorable. The key take away is that 'Modern life is all about the little escapes'!"

Watch the Jawab campaign here.

Watch the Burglar campaign here.


Client: Multi Screen Media

Creative Agency: Havas Worldwide

Creative Team: Vivek Rao, Ajeet Shukla, Nandini Biswas

Account Management: Gaurav Soi, Divya Sethi

Account Planning: Archana Iyer

Production House: Abstract Films

Director: Parikshit Vaidya

Producer: Bijoy Dowerah and Maxen Chakalakal

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Updated Date: Dec 21, 2014 04:30:43 IST