While a majority of us take to the beaten path through their life, a select few have it in them to defy conventions and strive to pursue their inner calling. The new TVC for Flite – Sar Utha, Kadam Badha- builds on this very emotion that lies somewhere deep within all of us and aims to strike an emotional connect there.
The campaign captures the emotions of a young man who is pursuing engineering but somehow resonates more with his passion for writing. He wants to go to Mumbai to pursue his passion, but expectedly, as happens most often, his family isn’t supportive of the idea. Despite multiple hardships and rejection, he doesn’t give up and finally a director accepts his script for producing a film. It is finally revealed that the engineer turned writer is none other than the award winning script writer Varun Grover – on whose true life story this TVC is based.
Paritosh Srivastava, CEO L&K Saatchi & Saatchi added his thoughts “The fact that it’s inspired from the real story of Varun Grover will significantly strengthen our positioning and establish a deeper emotional connect with our audience.”
