Advertising is no more limited to promoting a brand. It’s about rebuilding, recollecting and reconnecting with the target market. The already used mediums in advertisements are only building up with the new medium of animation grazing attention. With so many ads created using animation today, the love for this creative technique is only growing. The new campaign of Zee HD which is gaining eyeballs from all over is a creative step ahead in the arena of animation. The eye catching campaign titled ‘Ankhon ka Andolan’ was ideated and curated by Lowe Lintas group creative director Sajid Khan, and Lowe Lintas senior creatives Pankaj Kharode and Rabiya Sheikh. Khan told AnimationXpress how the initial idea went on to become a hit advertisement. The idea was too raw when thought of. Once the client and the agency creative team settled on a route of execution and messaging, the project was handed over to Vaibhav More Films, which further scaled up the idea. “We as creatives think and give our brain child in the hands of a production house who then gives out thought a form,” said Khan. The creative studio Lowe Lintas considered Vaibhav More Films, keeping in mind the uncompromising efforts the team puts in delivering the animation, which is at par with the international standards. Khan feels that animation works as the most effective medium as in this era where every other brand is using a celebrity face for endorsements and conveying a message, somewhere the message is getting lost, as the market is flooded with known faces on hoardings. Animation becomes clutter breaking and the most effective form at such times. It not only appeals to age groups but to different social strata too without a bias. Khan exclaimed, “The project was executed in the fastest possible time and witnessed the best results.” Vaibhav More has handled the project in a very calm and composed manner, which helped the client and creative both work and assess the project in the most effective way. Vaibhav More Films founder Vaibhav More said, “Working with zee family was really nice. Zee is one of the biggest networks in India spread across all states n all languages. Their content is very Indian n mass appealing.” While designing the campaign More considered their target audience (Aam janta). The campaign was dubbed in eight different languages and ran across all channels of zee network. More is humbled over the experience of working with Zee Group and he especially thanked creative director Sajid Khan and Zee spokesperson Sumona Sen for their support. The campaign is seen all over India in all languages 360 degree including film and radio. It is good to see animation taking a front seat and creating buzz in the world of advertisements and we would love to see more of it.