CREATIVE
AD FILM
PRODUCTION
Coocaa, established in 2006, is the smart television brand of SKYWORTH, the global electronics group founded in 1988. SKYWORTH describes itself as the market-leading TV manufacturer in China and one of the top five TV manufacturers in the world. Its scale is substantial, with approximately 38,000 employees worldwide, of whom about 30,000 work in the television equipment business. The group has also built an international presence through offices across markets including India, Germany, Australia, South Africa, the Philippines, Thailand, Vietnam, Hong Kong, and Indonesia, while operating across televisions, household electronics, digital receivers, and automobile electronics accessories. Backed by that manufacturing depth, international footprint, and product ecosystem, Coocaa entered the market as a television brand supported by serious global scale and technical strength.
COOCAA COOL CAR CAMPAIGN
Behind the scenes
What makes these three ad films special is not merely the fact that they were created within an intense three-week schedule, but the journey that shaped them. This campaign demanded far more than speed. It demanded clarity of thought, creative consistency, production discipline, and the ability to turn pressure into polished execution. Every person involved in these films contributed to something larger than a set of deliverables. Together, we built a campaign that translated a festive consumer offer into a multi-format brand communication platform through concept, screenplay, performance, music, post-production, and live telecast execution. For me, this project stands as a strong example of what can be achieved when vision, teamwork, and commitment come together with the right creative and production leadership. It reflects not only the dedication of our team, but also the depth of capability that Uni Square Concepts brings to high-stakes campaigns.
UDAY SONTHALIA
PROMOTER & CEO, UNI SQUARE CONCEPTS
SITUATED IN INDIA, ADVERTISING FOR THE World.
[ Strenuous situations, demanding times ]
The challenge
The Coocaa India campaign came with both creative and execution pressure. Three different ad films had to be produced within an unusually short time frame, yet each film had to look professional, feel commercially effective, and stay rooted in Indian audience behaviour, festive sentiment, and viewing preferences. Since the campaign was meant for wide public visibility, speed alone was not enough. The work had to be delivered at the level expected from a serious TV commercial production agency in India. Under our CEO Uday Sonthalia’s creative leadership, the challenge was to convert one festive offer into a sharply localized, high-recall, multi-film campaign without losing consistency, finish, or brand strength.
BEHIND THE SCENES OF THE AD FILM PRODUCTION FOR COOCAA INDIA EXECUTED BY THE CEO OF UNI SQUARE CONCEPTS, UDAY SONTHALIA
MAJOR CHALLENGES
- Three ad films had to be delivered within three weeks, with the first film required within just seven days.
- Each film required a different setup, different actors, different locations, different props, and different production handling.
- The campaign had to be localized specifically for the Indian market, with messaging aligned to Indian traditions, festive behaviour, and audience psychology.
- Suitable locations had to be sourced under pressure, including a modern residential setting for the first film and a credible office setup for the second.
- The television unit opened during the first shoot was found damaged and cracked, creating an on-set production setback.
- The first shoot wrapped late at night, yet the first draft had to be delivered the next morning, which required overnight post-production.
- The third film had to be shot on a real street under active movement, while maintaining control, continuity, and production discipline.
- The campaign had to remain creatively fresh across three films even though all three promoted the same festive offer.
- Coordination had to remain aligned across the brand, the global marketing partner, and the India execution team.
[ Effective Measures ]
The Solution
The campaign was approached as one integrated communication system rather than three disconnected shoots. A single central creative thought was developed first, and that thought was then expanded across three different settings. This gave the campaign consistency at the message level and freshness at the execution level. Under Uday Sonthalia’s creative direction, the campaign was structured in a way that allowed one idea to travel across a household setting, an office environment, and an outdoor street situation without appearing repetitive. Execution strength came from an in-house process that covered concept, script, filming, editing, and post-production under one controlled workflow. Uni Square Concepts’ production profile highlights end-to-end handling, in-house filmmakers and editors, the use of latest cameras, drones, sliders, and gimbals, and an integrated production-to-post-production system. That structure directly supported speed, quality control, and consistency across the Coocaa campaign.
TOKEN OF APPRECIATION PRESENTED TO TEAM MEMBERS & ACTORS BY OUR CEO, UDAY SONTHALIA
AD FILMS
Three ad films were conceptualized and produced for Coocaa India, each designed to promote the same festive campaign while connecting with the audience through a different setting. The first film was built around a household environment, the second around an office setup, and the third around an outdoor scenario. This three-part structure expanded the campaign’s relevance and helped the communication speak to multiple audience situations instead of relying on a single-film format.
COOCAA INDIA AD FILM one CONCEPTUALIZED AND EXECUTED BY UNI SQUARE CONCEPTS
The second ad film was developed in two separate versions, with the male lead changed while the rest of the setup remained the same. That gave the client two different tonal possibilities for the same screenplay and strengthened decision-making at the creative level. The alternate version added flexibility without weakening campaign consistency.
COOCAA INDIA AD FILMS CONCEPTUALIZED AND EXECUTED BY UNI SQUARE CONCEPTS
CONCEPT DEVELOPMENT
The campaign’s strongest creative asset was its concept. Instead of relying on heavy explanation or direct promotional speech, the films were built around a simple but highly effective creative device: the dramatic and phonetic interplay between “Coocaa” and “cool car”. This idea did not merely sound catchy. It created an entire communication framework. It introduced humour, conflict, suspense, and recall, while also making the festive offer easier to understand and easier to remember. The communication was intentionally built around minimal dialogue, which increased dependence on concept strength, performance, edit rhythm, and sound design. What made the concept especially strong was its structural creativity. The same core idea could be repeated across three separate situations while still feeling fresh in each one. In a family setting, it created warmth and everyday relatability. In an office setting, it produced a more formal and situationally sharp dynamic. In an outdoor setting, it created greater movement and public energy. Under Uday Sonthalia’s creative direction, the concept was shaped not only as an idea, but as a scalable campaign device suited to a large festive consumer campaign.
Uni Square Concepts conceptualized a relatable and engaging ad film for Coocaa India, centered on highlighting the campaign offer
SCRIPTWRITING
The scripts were developed to preserve simplicity while maximizing effect. The communication was kept light in words and strong in dramatic interaction. Rather than over-explaining the offer, the screenplay allowed the misunderstanding, the argument, and the final reveal to carry the message. This gave the films a cleaner rhythm and made them easier to absorb in a short viewing span. Each script was then adapted to its own setting while retaining the same campaign spine. The household film needed emotional familiarity. The office film needed sharper role-play and authority dynamics. The outdoor film needed spontaneity and movement. That adaptation ensured that all three films remained consistent in objective while differing in performance texture, setting, and dramatic tone.
Uni Square Concepts crafted an engaging script for Coocaa India, using minimal dialogue to effectively highlight the campaign offer
CASTING
Casting was a critical part of the campaign because the communication relied heavily on performance. With limited dialogue in the films, the actors had to communicate through timing, expression, reaction, and screen presence. Extensive auditions were conducted, multiple candidates were shortlisted, and final selections were aligned with the role, screenplay, and campaign objective. All six actors who performed across the three films contributed meaningfully to the final impact of the campaign. The first ad film also featured Rahul Girdhar and Inderjit Kaur, which added further strength to the performance-led storytelling. The casting process remained tightly aligned with the campaign’s creative direction, ensuring that the emotional and dramatic beats of the screenplay could be carried convincingly on screen.
COOCAA AD FILMS CASTING AND REHEARSAL EXECUTED BY UNI SQUARE CONCEPTS
SHOOTING & PRODUCTION
The production phase demanded control, speed, and adaptability. Household, office, and outdoor environments had to be handled within a compressed time frame, while props, locations, actors, and camera execution had to remain aligned with the script and campaign tone. Our production workflow was supported by in-house capability and professional infrastructure, including the use of latest cameras, sliders, gimbals, and a full filming setup designed to support polished visual execution. The practical production pressures were substantial. A damaged television unit had to be handled during the first shoot. The outdoor film had to be shot in an active public setting. The campaign still had to look organized, professional, and nationally presentable. Under the creative supervision of Uday Sonthalia, the work remained focused on both storytelling and finish, which is what separates a routine shoot from serious commercial video production in India.
Uni Square Concepts executed multi-location shooting and production for Coocaa India
MUSIC PRODUCTION
Music was central to the campaign because the films were intentionally built around minimal dialogue. The sound layer had to do more than support the visuals. It had to establish rhythm, build recall, and reinforce the creative relationship between “Coocaa” and “cool car.” Different musical treatments were explored before the final track and jingle direction were locked. The final music approach functioned as a recall device rather than a background add-on. The audio helped set the pace of the films, strengthened memorability, and contributed directly to the campaign’s identity. This was especially important in a festive campaign where the communication had to feel light, catchy, and instantly graspable.
AD FILMS BACKGROUND MUSIC AND AUDIO JINGLE FOR COOCAA CREATIVELY DEVELOPED AND EXECUTED BY UNI SQUARE CONCEPTS
EDITING & POST PRODUCTION
Post-production was one of the defining strengths of the campaign. The first ad film required an overnight turnaround after a late shoot, which meant raw footage had to be converted into a coherent first draft within hours. Extended shifts were worked to identify the right cut, the right shot flow, and the right visual rhythm for the campaign. The post-production process also included work on pacing, transitions, sequence settings for 4K output, frame-rate considerations, color grading, audio synchronization, and refinement across multiple iterations. The second ad film’s alternate version further expanded the editing scope. On the team side, Prithvi Pal served as lead videographer and photographer across all three films, Shirin supported casting and production coordination, Akriti handled actor assistance and on-ground production details, and Pooja led editing, sound engineering, and the urgent conversion of raw footage into final outputs.
COOCAA AD FILM 1 BEFORE & AFTER
COOCAA AD FILM 2 BEFORE & AFTER
COOCAA AD FILM 2 ALTERNATIVE VERSION BEFORE & AFTER
COOCAA AD FILM 3 BEFORE & AFTER
ANCHOR SELECTION
Kamal Homi Mistry was selected for the winner-announcement format. She is a Master of Ceremonies, Emcee, Host, and Anchorwoman, with experience across government shows, sports, consumer durables, telecom, IT, FMCG, automobile, advertising, manufacturing, concerts, and media-led formats. Her portfolio also includes events associated with Former President Dr Pranab Mukherjee, India Skills 2018, Yonex-Sunrise, the Indian Premier League, and Pro Kabaddi. That breadth of experience made her a strong fit for a branded telecast that required confidence, clarity, and presentational authority. By the time the campaign reached the winner-announcement stage, the communication had shifted from promotional storytelling to credibility-driven public presentation. Kamal Homi Mistry’s selection aligned well with that requirement and helped give the final communication a more polished and authoritative screen identity.
Uni Square Concepts selected and finalized anchor kamal homi mistry for Coocaa India, ensuring strong screen presence and effective communication
LIVE TELECAST PRODUCTION
LIVE TELECAST PRODUCTION FOR ANNOUNCING THE WINNER FOR COOCAA INDIA EXECUTED BY UNI SQUARE CONCEPTS
After the ad films were completed and approved, the campaign was extended into a live winner-announcement format. The live video was shot in our studio, with representatives from Coocaa India taking part in the production. A separate team was also sent to Flipkart’s Bengaluru office to record a byte from a senior representative, which was then integrated into the final communication. To strengthen the presentation value, the telecast was designed with a news channel-style interface, giving the result-announcement video a more formal and credible visual treatment. This stage highlighted another layer of capability because the campaign had moved beyond ad films into studio-led, anchor-driven, multi-source communication production.
Uni Square Concepts showcased Coocaa India’s live telecast transformation through a before and after comparison
Uni Square Concepts created a news channel-style interface for Coocaa India, enhancing the live telecast experience
Uni Square Concepts coordinated an on-site shoot at Flipkart’s office, capturing a video of its head Mr. Ajay for Coocaa India’s campaign
[ Outcome ]
Results
The campaign transformed a festive promotional offer into a structured and high-visibility communication platform for Coocaa India. The three-film format gave the brand multiple relatable situations through which the same offer could be understood, remembered, and discussed. The creative device helped keep the communication simple, while the production and post-production execution ensured that the output looked nationally presentable and campaign-ready. The live winner-announcement format then extended the campaign from promotion into proof, giving the audience a visible conclusion to the offer. Taken together, the work helped the campaign communicate more clearly, feel more credible, and carry stronger recall across its various touchpoints.
MAJOR OUTCOMES
- The festive offer was communicated through multiple relatable situations rather than a single-message format, which strengthened campaign clarity and broadened audience connection.
- The central idea built around “Coocaa” and “cool car” created stronger memorability and made the giveaway easier to understand quickly.
- The campaign moved beyond promotion into a visible public conclusion through the winner-announcement live telecast, which added credibility to the overall offer communication.
- Coocaa India recorded strong campaign traction, and the campaign culminated in the announcement of a winner from Tamil Nadu, reinforcing the public visibility and audience reach of the offer.
- The alternate version created for the second film gave the brand greater creative choice before finalization, improving control over campaign tonality and presentation.
- The campaign demonstrated that a compressed timeline did not have to reduce quality. Despite the speed, the output included multiple films, alternate versions, color treatment, sound design, and a live telecast extension, showing strong execution discipline.
- The project reinforced the strength of an integrated execution model in which concept development, scriptwriting, filming, editing, sound, and live communication production remained under one controlled system.
- The campaign also strengthened Uni Square Concepts’ positioning as an ad film production company in India, a TV commercial production agency in India, a video production house in Delhi, and a live telecast production company in India capable of handling cross-border consumer brand campaigns.