Propelling to fame
The Need
Roulette Packaged Drinking Water set out to carve a unique niche in the competitive beverage market. With a strong focus on connecting with Gen Z and millennial audiences, the brand aimed to blend its essence of boldness and innovation with the electrifying energy of MTV Hustle Season 4, India’s leading hip-hop platform.
The challenge? Roulette needed to stand out in a cluttered landscape while adhering to evolving advertising norms. The solution demanded a medium as groundbreaking as the brand’s ethos—something that would elevate the simple act of drinking water into an unforgettable experience.
The DBC Approach
To bring Roulette’s vision to life, Don’t Be Content (DBC) conceptualized a Virtual Reality (VR) ad campaign centered around the theme “A New Spin on Mixing.” The idea was to leverage cutting-edge technology to deliver an immersive experience, capturing the attention of a younger, tech-savvy audience.
The campaign was designed to achieve two key goals:
-
Strategic brand placement within MTV Hustle Season 4 to amplify reach and relevance.
-
Memorable storytelling that resonated with the energy of hip-hop culture while showcasing Roulette Packaged Drinking Water as the epitome of refreshment.
Collaborating with Bakaramax, we translated this vision into a stunning 3D animated VR ad. From ideation to execution and post-production, the ad film was designed to be contextual to the program (MTV Hustle) and traces the journey of a rapper from inertia to inspiration. The edgy animation style and original rap song highlight the role of hydration in a fast-paced, creative world.
The Execution
The ad featured an electrifying sequence where bold visuals and pulsating beats came together, perfectly mirroring the dynamism of MTV Hustle. The VR experience unfolded like a cinematic journey, with water as the hero transforming moments into masterpieces.
Aired during MTV Hustle Season 4, the ad created a seamless synergy between Roulette and the rebellious spirit of hip-hop, making it an instant hit with viewers.
The Impact
To bring Roulette’s vision to life, Don’t Be Content (DBC) conceptualized a Virtual Reality (VR) ad campaign centered around the theme “A New Spin on Mixing.” The idea was to leverage cutting-edge technology to deliver an immersive experience, capturing the attention of a younger, tech-savvy audience.
The campaign was designed to achieve two key goals:
Strategic brand placement within MTV Hustle Season 4 to amplify reach and relevance.
Memorable storytelling that resonated with the energy of hip-hop culture while showcasing Roulette Packaged Drinking Water as the epitome of refreshment.
Collaborating with Bakaramax, we translated this vision into a stunning 3D animated VR ad. From ideation to execution and post-production, the ad film was designed to be contextual to the program (MTV Hustle) and traces the journey of a rapper from inertia to inspiration. The edgy animation style and original rap song highlight the role of hydration in a fast-paced, creative world
