Are musicians replacing copywriters? No. But, sound-only ads are becoming popular in Indian ad-land. The most recent example is Siemens India's #SoundOfWork digital film produced by Thought Process Films.
Sound-only ads seem to have become a favourite in Indian ad-land. Recent examples include ad films by handset brand Xiaomi and car brand Hyundai. And, of course, there's the endearing effort by Siemens India - a digital film called #SoundOfWork that has no dialogues, just a soundtrack that's an amalgamation of sounds generated in Siemens' factories. The video, around 20 seconds shy of three whole minutes, has fetched over 35,660 views in about two weeks. Thought Process Films is the production house.
The most challenging part of this process, she admits, was "isolating an individual sound in a factory environment." All the people in the film are members of Siemens' actual work force. "The film has been shot in various Siemens factories across the country. The video was shot in the natural setting of the factories and care was taken to not affect the productivity of the factories. That was a huge challenge," she adds.
Din, din din...
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He thinks the film is too long. "It looks like it was inspired from online videos of machines doing repetitive things that are hypnotic to watch," he says, adding, "The challenge with industrial films like these is the photography and flow... when you say it's the 'sound of work', don't get music into the film."
He cites GE's Vine account as a great example of a company that "romances it machines", and an old video by Channel V, made using the sound of vehicles, as a good example of a sound-only film.
Conceding that the film starts on a great note, K V Sridhar, aka Pops, chief creative officer, SapientNitro, a marketing communications firm, says, "The video is quite boring. It goes on and on without any purpose. The management standing on a staircase and clapping doesn't make me feeling anything. Why should you applaud when people are doing their job? Yes, factory workers are the underdogs of a company, so the intention is noble, but the execution makes it look like a documentary. It won't pass the '15 seconds on YouTube' test."
During his Leo Burnett days, Pops created a sounds-only ad for McDonalds that was all about the making of a burger.