TATA Gluco Jelly TVC – Boom Boom Bounch
Client: Tata Consumer Products
★ 16M+ impressions on launch | No CGI | Stunt team | 15-day build | 2-day rehearsal
2022-03
Overview
Avakkai Studio produced a high-energy launch TVC for Tata Gluco+ Jelly that brought a wacky concept to life — a world where everything bounces. Shot in Hyderabad with a professional stunt team, the entire bounce sequence was executed live on a real street transformed by 15 days of production design. With no CGI used, the film relied on industrial cranes, bungee rigs, and two days of rehearsals to sync cast, stunt riggers, crane operators, and camera. The result: a cinematic product launch that earned 16M+ impressions by delivering genuine energy instead of slapstick comedy.
Brief
Tata Consumer Products needed a launch film for Tata Gluco+ Jelly that would capture the product’s energetic, bouncy personality. The creative concept, developed by Wunderman Thompson, Delhi, was simple on paper but ambitious in execution: one sip of Tata Gluco+ Jelly, and an entire street starts to bounce.
The challenge was tonal, not just technical. The bounce had to feel like energy, not slapstick comedy. The film needed to sell the product’s revitalizing power through cinematic storytelling, not gimmickry.
Our Concept & Approach
Avakkai Studio took a wacky, high-energy concept and grounded it in genuine filmmaking craft. The decision: no CGI. Every bounce you see on screen happened on set, executed live by a professional stunt team.
The Core Idea: A world where everything bounces — but the energy feels real, earned, and cinematic.
Production Highlights:
- 15 Days of Prep: Production design transformed a real Hyderabad street into a heightened, storybook version of itself — real enough to ground the idea, exaggerated enough to earn it
- 2 Days of Rehearsals: Cast, stunt riggers, crane operators, and camera teams were meticulously synced to a bounce that had to look effortless but was mechanically precise
- Real Mechanics, Not VFX: Industrial cranes and bungee rigs doubled as stunt apparatus for cast and crowd alike. Every rig was checked, every recoil calculated, every performer briefed and cleared well before rollout
- Safety First: A safety operation ran through every layer, invisible on screen but essential behind it
Credits
Client: Tata Consumer Products — Tata Gluco+ Jelly Production House: Avakkai Studio (Production) Creative Agency: Wunderman Thompson, Delhi Location: Hyderabad Format: Launch TVC
Outcome & Results
The campaign delivered exceptional results, proving that big creative ambition and disciplined execution can produce a genuinely cinematic product launch:
-
Massive Reach: The film generated 16M+ impressions on launch, establishing Tata Gluco+ Jelly as a product with energy and personality
-
Real Energy, Not Slapstick: The film avoided tipping into comedy by grounding the concept in real mechanics, precisely calibrated. The discipline was in the rigging, not the edit — delivering energy instead of jokes
-
Production Excellence: A street-sized set, a rehearsed stunt sequence, and a safety operation invisible on screen — all executed within a mammoth production built to look like effortless fun
-
Brand Positioning: Tata Gluco+ Jelly was launched as a product that delivers instant energy, with a film that proved the brand’s commitment to quality and cinematic storytelling
-
The Avakkai Difference: The project demonstrated Avakkai Studio’s ability to handle big-budget, logistically complex productions without compromising on creative vision — months of planning, rigging, and rehearsal culminating in a single, perfect take