Who's Watching?

IMRB, a JV between Neilson and Kantar, enjoyed a two decade long monopoly in the Television Audience Measurement system (TAM) before BARC was launched specifically to create an alternate system with higher efficacy. Backed by the ministry, satellite & cable TV networks and media agencies, the brief for this launch film was to showcase all the boring facts and data in an exciting way, something to dazzle the key stakeholders of media and advertising and ensure their buy in. Six months after launch, BARC ended TAM monopoly.

Concept, screenplay, direction and editing by Moon. Produced by BARC and Lateral Images.