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Petronas campaign for India becomes Malaysia-based Ensemble’s first export

Malaysian petrol and gas company Petronas has launched an India-focused campaign via a three-part web film series called ‘Land of Light Bulbs’. The campaign was created by the Malaysia-based IPG Mediabrands agency Ensemble Worldwide and counts as its first export. 

Running for a generous 18-minute duration, the film introduces three principal characters – a street racer, a terminally ill mechanic who is donating his eyes and a young man who wants to prioritise his interest in solar energy, over marriage and starting a family.

The next two films in the series are scheduled for a December release. If they turn out as long as the first part, the campaign will have produced nearly an hour’s worth of  branded content. Overt branding has been kept to a minimum with a petrol pump the only obvious connection between the film and its sponsor.

Ensemble Worldwide executive creative director Chan Woei Hern said: “This project is a culmination of the partnerships and collaborative efforts of various stakeholders for Petronas and its partners in India. 

“We were inspired by this friendship and wanted to bring it to life in Land of Light Bulbs. It was also an opportunity to create a branded content campaign to strengthen Petronas’s presence in India.” 

The film was a collaborative effort between production house Director’s Think Tank and India-based Fingerprint Films. The episodes were co-directed by award winning Indian filmmaker Rajesh Mapuskar and Malaysia’s Rajay Singh from Director’s Think Tank. 

Speaking about the project, Woei Hern said: “We got a chance to bring this web film to life through a cross-country partnership of our own, similar to Petronas’ partnership with India. It was fun, hectic and action-packed. We had an epic tour of duty spanning 17 days from the shoot to the release of our first chapter. 

“There was definitely as much ingenuity and friendship behind the scenes as there was on- screen to pull this project off. The chemistry between agency, production team, cast and across Malaysia and India, you can feel it in every chapter of this film. We hope everyone in India and Malaysia will enjoy it as much as we did in bringing it to life.” 

Director Singh added: “The task of making this felt like the plot to The Magnificent Seven. Our search for the best gunslingers in town took us to Madhukar Kotian and Rajesh (of Fingerprint Films) and before we knew it, it became the story of the magnificent 148 strong cast and crew. 

“We could not have done this without a single one of them saddling up and taking on this wild ride with us.”

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