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Jaggu Dada Mode
Brand: Amazon Prime Video
Client: Amazon Prime Video
Entrant: Bare Bones Collective

Baby Blue Elephant

Entry Title:	Jaggu Dada Mode
Brand:	Amazon Prime Video
Client:	Amazon Prime Video
Entrant Company:	Bare Bones Collective
Description:	Amazon Prime Video wanted to engage with its audience for April Fool’s Day. But the internet is flooded with content on this day. So, what can we do that truly stands out? We got Jackie Shroff, a veteran Bollywood actor, and introduced a faux feature called Jaggu Dada Mode. (named after Jackie Shroff’s famous moniker ‘Jaggu Dada’.) The film showed the audience what their favourite movies and shows would sound like in Jackie Shroff’s manner of speaking. We chose Jackie Shroff because he has a distinct public persona, which includes his unique manner of speaking. A fun Mumbai slang that’s loved by all and is a language in itself. Additionally, his movie 'Mast Main Rehne Ka' had recently been released as a Prime Video Original. We took popular lines from various Prime Video original shows and movies and gave them a Jaggu Dada twist. We went through many interviews and videos of Jackie Shroff’s public appearances and studied the way he spoke to craft every dialogue. The intention was not to 'fool people', but to engage with them, make them laugh. And that's precisely what happened. The Results: 48 M views across platforms 758K engagements 53K shares on Instagram
English Translation:	JAGGU DADA MODE: ENGLISH TRANSLATION Jackie Shroff: You did that on purpose, right? You did that on- (uses a colourful term he is known for) Jackie Shroff: Bhidu (brother, in Mumbai slang) when Prime Video called me, I thought I had to do just one new show. Little did I know that I had to do 350 new shows! What do you say, eh- Amazon Prime Executive: These days, you can watch your favourite TV shows dubbed in multiple languages, but Prime Video wanted to give you more. Bringing to you, for the first time ever… Jaggu Dada Mode. CUT TO: SHOW NAME: PAATAL LOK Context: The original line from the show Paatal Lok that Jackie Shroff is dubbing for describes the world as being divided into three types of people/ realms - heaven, hell and Earth, which he conflates to three different areas of New Delhi. Bhidu Log is a way to refer to Brothers/ Friends. These are my Bhidu Log means “these are my friends”. Jackie Shroff: The world is made of only one type of people… Bhidu Log. CUT TO: SHOW NAME: FLEABAG Context: The word “Rapchick” means “hot” or “sexy” in Mumbai slang. Claire from Fleabag: I look like a pencil. Jackie Shroff (talking as Claire: I look like a kaandi (skinny person in Mumbai slang) Jackie Shroff (talking as Fleabag): Sexy skinny person! CUT TO: SHOW NAME: MADE IN HEAVEN Context: “I’ll do your Setting” in Mumbai slang is like saying “I’ll sort it out for you”. Also, the show Made in Heaven is a popular Hindi show about wedding planners. Jackie Shroff (Speaking as the leads in Made in Heaven): Our company’s name is Setting up Heavenly Matches, and our company’s work is setting up wedding pavilions. CUT TO: Jackie Shroff: Did I get under the skin of the character correctly? Or do I need to dig deeper? Amazon Executive: Yes sir, please keep digging! CUT TO: SHOW NAME: FOUR MORE SHOTS PLEASE Jackie Shroff (As one of the leads of Four More Shots Please): It’s really hurting maa! Please hand me a pill… or apply turmeric to my belly button. Mustard oil… turmeric. Anything. CUT TO: SHOW NAME: THE BOYS Homelander: Your gill is showing Jaggu Dada: The hole in your lungs is showing. CUT TO: SHOW NAME: FAMILY MAN Context: Jackie Shroff’s real-life son’s name is Tiger Shroff. Jackie Shroff (dubbing for Manoj Bajpai): Stay happy, don’t be afraid. So what if there’s a jungle outside? You’ll survive, because you’re my tiger. Jackie Shroff: Aye, you did this on purpose right? You’re being extra smart huh. CUT TO: Context: “Solid” in Mumbai slang means “awesome” or “amazing”. Woman on TV, singing: Your love and mine, it existed in a poetic time… Jackie Shroff: Our affair, it existed in a solid time… one second darling, I’ve lost my voice… let me take one Sitopaladi (ayurvedic medicine for a sore throat). CUT TO: Jackie Shroff (rockstar voice): Our affair, it existed in a solid time… HA HA HA HA.. enough for now okay? CUT TO: Amazon Executive: With this new feature, our attempt was to unleash the energetic, and free-spirited bhidu in all of us. Jaggu Dada mode. Only on Prime Video. Jackie Shroff: Who wrote all this?
Company Credits:	Creative Agency: Bare Bones Collective
Company Credits:	Production House: Blip Studios
Individual Credits:	Chief Creative Officers: Anuya Jakatdar, Girish Narayandass Chief Operations Officer: Swati Dua Lead Account Manager: Natasha Neroy Copywriters: Anuya Jakatdar, Girish Narayandass, Manaswi Mohata, Rahul Nair, Astle Fernandes Art Directors: Arpita Sawant, Arzoo Naqvi Director: Rajat Mehtani