Create a convincing video to showcase the wonderful work culture of the Sayaji Group of Hotels.
Create a concept that would get them among the Top 50 Great Places to Work in India title.
Hotel Sayaji approached us with a unique problem - they wanted to be among the best places to work in the Hospitality sector. They also wanted to instill an attitude of pride among the hotel staff. They called us to create a concept from scratch that would appeal to both the awarding agency and the staff. We had to conceptualize, write, film, edit and deliver this video within 10 days.
Hotel Sayaji made it to the Top 20 Best Places to Work in the Hospitality sector in 2017.
The video we created was eventually used for marketing purposes and was reshared widely on social media.
I am Sayaji
Our script writer Mukti and our creative head Abhishek realized during the orientation meeting that the hotel staff at Sayaji were well-trained. Both of them had personally tried their services so they knew if they channelized the emotions of the staff members, they will be able to pull this off successfully. They began working on the script whose tagline was conceived first - I am Sayaji!
Focus on ‘Inclusion and Diversity’ aspect of the hotel staff
Talk about pride among the team members
Create two videos - one in English for the assessment agency, one in Hindi for the staff members
Why they chose us?
The then HR head of Hotel Sayaji found us on Google and watched some of the videos we had created. He held meetings with more than 10 video production agencies. But after meeting Abhishek, he was convinced this was the team who finally caught the sentiment behind the video.
Our Execution Process
October 5th, 2017
Our Director and Head of Creatives Abhishek Masih sat with the Head of HR over the requirements. Abhishek watched several Inclusion and Diversity videos available on the Internet. By the time he invited Head of Content Mukti to the table, he already had a concept on his mind. Mukti and Abhishek then proposed that the element of ‘pride’ of working with Hotel Sayaji will bring out the right emotional chord while also showcasing the culture of the place.
Writing and Editing
April 5th 2015
Once our Head of Content Mukti and MSG91 Head of Graphics Ashish Rajak were on the same page, we got down to storyboarding. We wrote a crisp, smart and fast script. The script was meant ONLY for business owners who would need bulk messaging. The crux of the video would be to explain the flawless process of MSG91 in delivering messages.
October 6th 2017
The challenge was we were dealing with two completely different kinds of audience profiles. Our first vital set of viewers consisted of former directors and CEOs of huge companies who were in the Jury of the assessment agency. This is a demographic that likes to see values within a company. Our second set of audience were Sayaji staff members who wanted to feel a sense of belongingness and pride for their work. While we could not personally meet the jury members for obvious reasons, we held interviews with staff members, understood their daily tasks and responsibilities and asked them what they felt about the culture.
Sound Design Conceptualization
April 5th 2015
By the time the project came back to AVM Pictures for sound, the video was already produced. This was the time to nail the other problem: story telling through sound. Pushpendra trusted our sound designing and editing skills. Several times we watched the 30-second clip and worked out the key elements in that ad. There were some obvious elements which needed to echo with proper sound, while there were others that we added to enhance the effect. We viewed the video in totality to add sounds. It was necessary that audience should understand the ad through its sound and text.
Adding Sound Elements
April 5th 2015
Our major sound elements included -
-SMS travelling sound
-Underwater sound for internal process
-Thunderstorm and Rain Sound to show hurdles
-Environment of the User
April 7th 2015
We delivered the project in record one week. The video was uploaded on the website the next day and on Youtube on April 15th 2015.
Watch the Video
We used Apple Mac Pro with our SFX library and imported the HD video into our sound mixing application which allowed us to clearly see each of the elements for better mixing of sound.
Tools Used for Sound Design and Editing
I LOVED the sound elements in the ad that almost gave life to the video. What I loved most about AVM Pictures is how fast they can understand the concept and give it a feel that suits the industry.
- Pushpendra Agrawal, Founder and CEO MSG91
Lessons along the way
A 30-second video needs short yet POWERFUL phrases, not a paragraph-wise script
It’s okay if the video doesn’t resonate with everyone as long as it reaches the target audience
Choose each sound to convey a message