Khaitan | Kite | India

Khaitan is fighting to retain its market share as it faces increasing competition from the air conditioning sector. Executive creative director, Senthil Kumar, added that the company is carving a small niche in the smaller towns of India.

The full length commercial is aired on music channels and music halls. A shorter version of the TV ad has been adapted into eight languages. The commercial begins with a little girl trying to fly a traditional paper kite on a windless day. Being unsuccessful after multiple attempts, the children around town begin to turn on the Khaitan fans to help her. JWT invited kite-flying expert Azgar Ali to fly some of the kites for the commercial.

"Every single note, sound, rhythm and melody was created using vocal chords. Each sound was designed to feel like the wind blowing at different levels across different spaces,” said Kumar.




Credits:
Project Kite
Client Khaitan
Creative agency JWT India
Executive creative director Senthil Kumar
Creative director Shamik Sengupta
Music director Taufiq Qureshi
Director Senthil Kumar
Producer Ashvin Naidu
Director of photography Tassaduq Hussain
Editor Sally
Sound engineer John Chitlapalli
Production company Avakkai Films
Exposure Television