Playwin + Super Lotto
I was a part of the team that launched India's first online lottery. Playwin was the name of the terminal, the retail point where you played the game. Super Lotto was the first online lottery to be played in India. From creating a retailer network to educating people how to play the game; from showing the transparency to creating a habit … I was immersed in all parts of the project.
I was a part of the team that launched India's first online lottery. Playwin was the name of the terminal, the retail point where you played the game. Super Lotto was the first online lottery to be played in India. From creating a retailer network to educating people how to play the game; from showing the transparency to creating a habit … I was immersed in all parts of the project.
I saw average joes become millionaires. Spoke with them, interviewed them, and even made a very successful TVC called Meet India's Richest People.
I even present the case study of Playwin + Super Lotto in management schools / BMM colleges.
Agency: Saatchi & Saatchi
KAVIRAJ - This is the film that started it all. This film is educational by nature - it explains to the viewer what he needs to do to play the game - and how exactly it works.
PRESS AD - HOW TO PLAY THE GAME: This was the ad that educated people on how to play the game and also raised expectations.
DON - This film was meant to build credibility for the game. It was played out through the point of view of a true blue mafiosi DON who can give everything to his daughter - but he simply could not fix the result of a Playwin game! The film won an award at the Triple A Awards.
PRESS AD - TRANSPARENCY: This ad talked about the transparency that online lotteries provided at every step of the playing process.
CHARITY ANGLE - TVC - This TVC tackled two issues about online lotteries. One was removing the gambling stigma from online lotteries, the other was to highlight the social service angle. We used children to portray how your playing the game helped these children get a better future as 20% of the ticket money was spent on the social sector. When i look at this film now, I feel a lot more could have been done.
PRESS AD - SOCIAL SERVICE ANGLE: This ad tackled a very important issue. It spoke of the social good that online lotteries do - by giving away 20% of the ticket money to charity.
THURSDAY AANEWALA HAI - NUMBER DAALON NE! This film was meant to further push the habit of playing the game every Thursday. It was important to appropriate Thursday as the Super Lotto day - as there was competition coming in.
HAR KOI KHEL RAHA HAI - AAP NE NUMBER DAALA KYA? This TVC showed the hilarious consequences of a bus stain announcer who is glued to playing (and selecting) her super lotto numbers!
Win crores every Thursday;
have you selected your numbers yet?:
PRESS ADS: We did a series of press ads that showed how you could win crores every Thursday. The concept of using six numbered balls to reach your dream was very fresh then. To me, it feels fresh even today!
PRESS ADS: We did a series of press ads that showed how you could win crores every Thursday. The concept of using six numbered balls to reach your dream was very fresh then. To me, it feels fresh even today!
PRESS AD - WIN CRORES EVERY THURSDAY - We shot these ads in and around Bombay on a Sunday. The final press ad for this one was shot using my 1955 Fiat Millicento!
PRESS AD - WIN CRORES EVERY THURSDAY - This is the second ad. When we were shooting it, we realized that most BEST buses had double safety rods that spoiled the picture. We shot the final ad in BEST canteen bus that is located opposite the mantralaya. That one is stationery and has no safety rods. The model has a cup of tea inside the canteen bus - while we clicked the final picture!
PRESS AD - WIN CRORES EVERY THURSDAY - We shot this one by making the model walk around VT station. We shot her through a telephoto lens - it created the perfect image. In the crowd, yet lost in her thoughts.
FIRST SUPER LOTTO JACKPOT WINNER - TVC - This TVC was literally shot overnight. We knew that someone had picked the winning numbers - and hence was to claim the jackpot of two crores. We even knew, from which retailer the winning numbers were picked (a xerox shop in Bhiwandi). We were waiting for the winner to turn up. This is the first TVC, shot overnight with the winner - a young until-then unemployed bloke called Nilesh Ananta Taware. This TVC is made up of his first up, candid reactions to winning the jackpot. very touching film.
FIRST SUPER LOTTO JACKPOT WINNER - OTHER TVC - This was the other TVC that was shot overnight. We created a simple idea - i am lonely as the first super lotto winner, please join me. THe winner is actually wearing my shirt, there was no time for pre prod! both the films were shot in house.
INDIA'S RICHEST PEOPLE TVC - There were two films done in the series. We used the footage of the lotto winners and named them India's richest people. It was great to see everyday folks … waiters, masons, etc. having net worths of 2 crores, 5 crores, etc.
