BIBA: #ChangeForProgress #PressForProgress (Digital Film March 2018)

~ Kolla Krishna Madhavi

Why ask a woman what you wouldn't ask a man?

A typical "shaadi" wali mahaul - a few cousins are chatting and joking around. Shyam is a young engineering student who is smug about his academic performance. He is seen discussing his grades with a cousin (girl).

BIBA #ChangeForProgress
Image Courtesy: BIBA, YouTube

Shyam smirks while discussing his marks and says, "main set hoon", but his cousin seems a little less sure. There is an awkward pause. Another girl responds, "Enough yaar. Bas karo yeh engineering talks."

BIBA #ChangeForProgress
Image Courtesy: BIBA, India News Calling

Meanwhile, an elderly relative joins them and asks what is happening. He sits down and asks Shyam how his studies are progressing. "Padayi wadayi kaise chal rahi hai?" Shyam says he has done well so far and is waiting for his final results. If all goes well, he will apply for his Masters in top universities.

BIBA #ChangeForProgress
Image Courtesy: India News Calling, BIBA

The uncle very condescendingly replies that it is all very good and it is a very good plan but what is the use of studying so much as "aage chalkar settle hokar ghar hi tho sambhalana hai tumhe". 

BIBA #ChangeForProgress
Image Courtesy: BIBA, Aksharit

Shyam takes a moment to comprehend what his uncle says as it is totally unexpected. He is taken aback and his face goes devoid of color. Shyam turns to look at his cousins as the message slowly sinks in.

A young lady who was discussing her engineering marks with Shyam turns to the camera and says, "Odd laga na! Hume bhi lagta hai." 

Role reversal indeed!

Part of BIBA India's "Change" series, the commercial beautifully challenges the deeply-rooted lackadaisical attitude toward a woman's education and career plans in the country. On the flip side, a man's education and career plans are given far more importance. 

Directed by Aakash Motiani, Paper Planes Pictures Pvt. Ltd., the special International Woman's Day film doesn't focus on the clothes, which is the product of Biba. The product is merged seamlessly into the air of festivities and it is the strong woman-centric message, which takes center stage. 

                                                                                                         BIBA #ChangeForProgress
                                                                                                     Video Courtesy: BIBA, YouTube

What if men were to be asked the same agonizing questions that women are asked? Would things be far different?

In a departure from the conventional, the ethnic apparel brand effectively highlights some of the age-old culturally normalized notions on gender roles!

Images Courtesy: BIBA, Paper Planes Pictures Pvt. Ltd., Brandmovers India, Google Images, and other online resources.
Video Courtesy: BIBA, Paper Planes Pictures Pvt. Ltd., Brandmovers India, YouTube & other online resources.

Resources:
https://www.socialsamosa.com/2018/03/international-womens-day-campaigns-2018/
https://aksharit.org/2018/03/08/bibas-changeforprogress/
https://www.owler.com/reports/biba/press-release--biba---biba-s--change--series-comes/1520404920011
https://www.mullenlowegroup.com/news/brands-celebrated-international-womens-day/

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author.
Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.

Lenovo: #GiftThemDreams (Ad 2018)

~ Kolla Krishna Madhavi

Let your child reach the stars! 
#GiftThemCuriosity! #GiftThemDreams!

Focused on their core value that #DifferentIsBetter, Lenovo India Yoga 720's digital story starts off showcasing a normal household in a small town where a young boy and girl are preparing for their exams. A visitor starts off with a typical Indian question: "Santo, kya banna chahte, doctor ya engineer?" The girl replies, "Ji, astronaut".

This is responded by a patronising statement, "In our town, if you reach Delhi, you are considered successful. If you reach London or America, you become a role-model. First, reach Delhi, then you can think of sitting on a rocket and reaching the moon".

Lenovo India
Source: YouTube

Seeing his daughter's interest, the father slowly begins to relate to her aspirations. The mother, however, is more concerned that Santo is just being childish and will not top the final exams. The father responds that her childish behavior could actually be a precursor to her dreams and if they stifle Santo's dream, wouldn't they be failing as parents.

Lenovo India
Source: https://aksharit.org/

Over a period, the mother observes her daughter's passion towards astronomy and gets gradually transformed. Her parents end up buying her a laptop so she can learn more. 

The mother says, "You have to become Rewari's dream". The father points to the laptop and says, "Is rocket pe bait ke vud ja, Mars ko".

The mother warmly hugs her daughter and says, "Meri astronaut". 

                                                                                             Let your child reach the stars #GiftThemDreams
                                                                                                                       Source: YouTube

Conceptualised by Ogilvy & Mather, Bengaluru, this sensitive web film starts off with an illustration of a typical Indian household where the focus is on short-term achievements. Santo's performance in exams becomes the hurdle in the pursuit of her ambition to become an astronaut. Santo is slowly able to change her parents' mindset and ultimately gains their support in her quest.

The short story leaves one with a strong message that parents should be enablers and not a hindrance in their child's "voyage of discovery"!

Images Courtesy: Lenovo India, Ogilvy & Mather, Google Images, and other online resources.
Video Courtesy: Lenovo India, Ogilvy & Mather, YouTube & other online resources.

Resources:
https://youtu.be/ODWrTVSFcGs
https://aksharit.org/2018/03/13/watch-lenovo-indias-giftthemdreams/
https://www.adgully.com/lenovo-s-soon-going-to-launch-new-web-film-giftthemdreams-76638.html
https://www.marketingmind.in/best-indian-ads-month-march-2018/

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author.
Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.

Kent Water Purifier: #toughlove (Ad 2017)

~ Kolla Krishna Madhavi

Keep your Family Healthy, Bring Home KENT Water Purifier!

Celebrating a sensitive mother-son relationship, KENT water purifier ad is a touching showcase of why some tough and seemingly inconsiderate behavior can actually turn out to be a blessing in disguise.

The ad starts off with a man having his dinner asking his mother if she had her medicines. He then asks his wife, Ritu for 'curds'. They have an exchange of words. This is followed by the son asking his mother to go to the shop downstairs and buy curds. The wife gets furious and asks him to send their young son, Monu instead. The husband insists that his mother should make the purchase as Monu is watching cartoons. Finally, the mother steps out and walks with a little difficulty to the shop.

The angry wife questions her husband about why he was adamant that his mother should only fetch curds when she is elderly. The protagonist replies that the doctor has adviced his mother to walk. "Apne liye nahin, mere liye toh kar legi".

Kent Water Purifiers
Image Courtesy: Facebook

The panting mother returns home to be warmly greeted by her son who fetches her a glass of water and asks, "thak gayi?" The mother smiles and says, "sab samaj rahin hoon teri tarqeebein!"

Conceptualized and executed by Jigsaw Pictures Pvt. Ltd and accompanied by touching lyrics, the video aims directly at the heart - it draws one through a series of emotions - surprise, anger, empathy, realization and finally, happiness.

Kent Water Purifiers

Image Courtesy: Easyshopy

Established in 1999, Kent RO Systems Ltd. is a healthcare products company, with the RO purifiers being their flagship products. The earlier advertisements focused on the purity of water. This series of digital ads is a departure from the rest, focusing more on the purity of human emotions.

100% pure. Aapki pyaar ki taraf!

Keep your Family Healthy, Bring Home KENT Water Purifier

Video Courtesy: KentROSystemsLtd.

Images Courtesy: Kent RO Systems Ltd., Jigsaw Pictures Pvt. Ltd., Google Images, and other online resources.
Video Courtesy: Kent RO Systems Ltd, Jigsaw Pictures Pvt. Ltd., YouTube & other online resources.

Resources:
http://www.afaqs.com/news/story/52155_Kent-ROs-new-ad-celebrates-mother-son-relationship
https://en.wikipedia.org/wiki/Kent_RO_Systems

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author.
Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.