P&G Shiksha: #ChooseForChange (Ad 2018)

~ Kolla Krishna Madhavi

P&G Shiksha - #ChooseForChange is a heart-stirring digital film which highlights access to quality education for all.

P&G Shiksha
Source: Fishsensedq.com

Shiksha is P&G’s flagship Corporate Social Responsibility (CSR) program. Set in the picturesque Himachal Pradesh, the new campaign conceptualized and created by Leo Burnett India starts off with a young boy, Appu who sees children going to school on a TV and tells his father that he wants to go to 'school' as well. Each day, his father reacts to the same question from Appu with a reassuring smile and gets him ready for school. Appu sets off each day for school with just a pencil in his hand.  

There is no school in the village but the father doesn't want to discourage the child. So each day, the father pretends to take him to school. En route, he tries to distract the child with different activities so the boy forgets about school. This routine continues over several days - Appu never tires of asking to go to school while his father tries to hide his inability to take the boy to a school without dampening the child's hopes.

P&G Shiksha
Source: SocialSamosa

One fine day, a school does come up in the vicinity and you can see the sheer happiness in both the child's and the father's faces when they reach the school's gates. 

The father calls Appu back as the boy steps into the school gates and gives a pencil to him. 

The pencil becomes symbolic of 'school' and a beacon of hope.

Beautifully scripted and executed, few words are needed to describe the myriad of emotions flitting over the father and child, day by day. The father's sensitive understanding of his little child's burning desire to study and his helplessness in supporting his son's quest truly tugs at one's heart. Appu is the symbol of all those children who wish to study, but don't have access to a school.

P&G Shiksha
Source: P&G Shiksha - Facebook

Shiksha is an integral part of P&G's global philanthropic outlay - Live, Learn & Thrive. Launched in 2005, Shiksha has helped 1.2+ million children get access to education. Through this program, they have built the infrastructure and enabled 1500+ schools pan-India. Shiksha has a vision to get India to 100% Literacy. In order to achieve this vision, P&G India has partnered with NGOs like Round Table India (RTI), Save the Children (STC), Army Wives Welfare Association (AWWA), Navy Wives Welfare Association (NWWA), etc. in their endeavor to support a child's fundamental right to education. A significant fund is made possible for this learning intervention as a result of the contribution from consumers who bought P&G brands for one-quarter of the year and P&G's commitment to the cause of school education.

                                                                                                                                           P&G Shiksha #ChooseForChange
                                                                                                                                             Source: P&G Shiksha -YouTube

"Every child has a right to full-time elementary education of satisfactory and equitable quality in a formal school which satisfies certain essential norms and standards."

Source: The Right of Children to Free and Compulsory Education (RTE) Act, 2009, which represents the consequential legislation envisaged under Article 21-A (The Constitution (Eighty-sixth Amendment) Act, 2002).

Choose For Change - Enable Education for all!

Images Courtesy: P & G Shiksha, Leo Burnett India, Google Images, and other online resources.
Video Courtesy: P & G Shiksha, Leo Burnett India, YouTube & other online resources.

Resources:
https://youtu.be/MoHeBnuVg5I
https://brandequity.economictimes.indiatimes.com/news/advertising/pg-shikshas-new-digital-film-will-melt-your-heart/64010569
https://www.socialsamosa.com/2018/05/pg-shiksha-choose-for-change/
https://www.pg.com/en_IN/sustainability/social_responsibility/social-responsibility-programs-in-india.shtml
https://www.fishsensedq.com/digital-creatives/choose-for-change-p-and-g-shiksha/
http://mhrd.gov.in/rte

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.

#ShareACokeIndia: Celebrating Relationships (TVC April 2018)

   ~Kolla Krishna Madhavi

Buddy, coach, mentor or BFF. Here's to all the roles you play, Dad!

Coca-Cola needs little introduction! What does need to be called out is their recent series of ads on "Celebrating relationships".  

Share A Coke India: Celebrating relationships! 
Image Courtesy: Best Media Info

A recent ad shows a father and son traveling in a train. The father tempts his son with a coke. The son tries to grab the drink but the father turns the bottle around on which it is written 'Friend'. The father offers the bottle to his son with a simple nod towards the word 'Friend'. The son, in turn, grabs his phone and quickly types on it. Albeit very reluctantly, the son does accept his father's friend request. The father checks his phone and sees that his 'Friend' request has been accepted. A broad smile spreads across his face. 

Share A Coke India: Celebrating relationships!
Image Courtesy: Coca-Cola Company

Conceptualized by McCann India, the short, simple TVC focuses on the strength of relationships in India. This is an Indian adaptation of the global #ShareACoke campaign. A parent-child relationship can be very complex and dynamic. Although no words are spoken, the commercial easily captures the magic of emotions between the father and son.

What is meaningful is that more often than not, especially with the current generation, parents try very hard to be friends with their children. They would like to know what is happening in their children's world while children try their level best to keep their family and friends apart. 

The commercial effectively showcases personal relationships in their varying hues and how a new dimension can be smoothly blended into an existing relationship.

"Har Rishta Bola, Mere Naam Ki Coca-Cola!"

                                                                                     Share A Coke India: Celebrating relationships!
                                                                                       Video Courtesy: Coca-Cola Company, YouTube

Images Courtesy: Coca-Cola India Pvt. Ltd., McCann India, Google Images, and other online resources.
Video Courtesy: Coca-Cola India Pvt. Ltd., McCann India, YouTube & other online resources.

References:
https://www.coca-colacompany.com/videos/share-a-coke-india-celebrating-relationships-yte2rxj2z4hza
http://bestmediainfo.com/2018/04/coca-cola-plays-enabler-of-magic-between-people-and-relationships-in-share-a-coke-ad/

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.

Surf Excel Detergent Powder: Daag Acche Hain #HaarKoHarao (TVC 2017)

~ Kolla Krishna Madhavi

In a world where we shun dirt and stains and the entire focus is on achievement vs. learning, Surf Excel's continuing advertising campaigns celebrating stains based on their proposition that "Daag Acche Hain" stands out with not just the visual impact, but the valuable message it unfolds.

Surf Excel
Image Courtesy: Lowe Lintas

The recent Surf Excel Easy Wash ad shows a young boy, Ayush's team losing their 5th cricket match. The coach is highly disappointed and decides to resign from coaching. As he is walking away, we see Ayush rolling in the cricket ground and getting muddy in the process. When the coach comes to admonish him for spoiling the ground, Ayush tells the coach that it is because they had lost the match again. The coach tells him it is not the last match. The boy then questions the coach that if it is not the last match, then why is the latter quitting. They lost today, but could win on another day. The coach realizes his mistake and puts back his coach's cap. They decide to start training early morning from the next day. 

Surf Excel
Image Courtesy: https://i.ytimg.com/

It is an extremely thought-provoking ad. Taking Surf Excel's decade-long campaign: "Dirt is Good, Surf Excel Hai Na" further to "Haar Ko Harao", the advertisement conveys not just the core purpose of the detergent powder, but strongly promotes the philosophy that if a child is getting dirty while defeating failure, then it is totally acceptable. 

The ad also showcases important life values of positivity, motivation, and sportsmanship among children. 

Leveraging on the innocence of children, the teams of HUL and Lowe Lintas are trying to use the "Engine of Dirt" to creatively inspire parents, teachers, and society at large to change their perspective on failure. This ad is a big departure from the challenges faced by today's parents and adults in general, who are highly achievement-oriented and conditioned to deal more negatively with lack of success, unlike children who tend to learn from their failures.

Haar Ko Harao!

Surf Excel Detergent Powder

Source: Surf Excel

Images Courtesy: HUL, Lowe Lintas, Google Images & other online resources.
Video Courtesy: YouTube, Surf Excel: Daag Achhe Hain - #HaarKoHarao

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.

Zigy: Hum Zimmedari Samajhte Hain (TVC August 2015)

~Kolla Krishna Madhavi

A typical day in office - a female employee is hard at work when she gets a call from another lady, apparently, her mother. They speak of other things until the lady asks the younger woman if she had sent her "Zigywali medicines". The girl replies that she has ordered the entire month's requirement from Zigy and to check them. 

Zigy
Image Courtesy: Zigy, YouTube

The older woman goes quiet for a moment. The younger one asks her, "What happened?" The elder one replies, "Itna sab kuch ho jaane ke baad bhi?"

The younger one replies, "Mama, mere divorce aap ke bete ke saath hua hai, aapke saath nahin na." 

Only then you realize that it is actually a daughter-in-law and mother-in-law relationship that is being depicted, not that of a mother and daughter.

Zigy
Image Courtesy: Zigy, India.com, YouTube

An old advertisement, but the theme continues to remain relevant.   

Zigy is an online health exchange website for healthcare, women care and baby care products. In their ad, they've depicted the typical saas-bahu story with a refreshing and sweet twist to the tale. Though the product is central to the narrative, the bond shared by the two central characters still comes across strongly. 

The commercial also subtly highlights that a person can continue to shoulder responsibilities beyond archetypal matrimonial boundaries. 

                                                                                                                           Zigy
                                                                                                  Video Courtesy: Zigy

Relationships can be forged forever and they need not be bound by blood, marriage, or friendship!

Images Courtesy: Zigy, Google Images, and other online resources.
Video Courtesy:Zigy, YouTube & other online resources.

Resources:
https://www.exchange4media.com/video/zigy-promotes-hum-zimmedari-samajhte-hain-with-a-sweet-story-270.html
http://www.adageindia.in/advertising/top-3-indian-ads-of-the-week/articleshow/48959292.cms

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.