ICICI Lombard: International Women's Day | Kumbh 2019 #BajaoTaliSehatWali (Digital Film March 2019)

~ Kolla Krishna Madhavi

Clap for your health!

ICICI Lombard's new initiative introducing acupressure 'Clapping Gloves' to women of rural India with an aim to actuate their healthcare is a departure from the usual.

Women in rural India spend most of their lives taking care of their homes and family but don't focus sufficiently on their own health. The same is reflected largely among women in an urban milieu as well.

ICICI Lombard: International Women's Day | Kumbh 2019 #BajaoTaliSehatWali

  Image Courtesy: ICICI Lombard, YouTube

Kumbh Mela is considered as the largest religious gathering in the world. An estimated 120 million devotees had converged at Kumbh over a 55-day period in early 2019*. Millions of women visit Kumbh and engage actively in the festivities, singing bhajans and accompanying them with clapping throughout the day.

ICICI Lombard came up with an idea to give away 'clapping gloves' to the women who participated in these prayer sessions this year. The rubber gloves lined with studs are specially designed to trigger specific acupoints with each clap. 

Research suggests that acupressure stimulation engages a body's healing mechanisms and can gradually contribute to clearing sinuses, improving blood circulation, reduces stress and aids in digestion and has other associated health benefits as well.

As stated by Dr. Ram N. Kushwaha** from Nature Cure Institute, Nashik in the digital film, just a 20-minute clapping session daily can brace a person's efforts in embracing good health.

An independent study 'Clapping has Incredible Benefits' (2017) by Sukanya Biswas*** indicates that there are 30+ acupressure points in a palm, which get activated when we clap. These points connect various organs including lower back, neck, kidneys, lungs, stomach, etc. 

When precise acupressure is applied, experiments have demonstrated that connected brain sensors are activated. And these in turn galvanise a body's self-healing mechanisms to reduce the pain intensity and manage symptoms of certain health conditions.

Although the benefits of acupressure are experientially evident, they may still need to be further validated.

ICICI Lombard's efforts in this direction seem to be based on a fundamental premise that if women stay healthy, their family will stay healthy. 

The outreach at Kumbh Mela has since been rolled out to other women living in the rural areas of Gujarat and Rajasthan states.

Clap for good health! #BajaoTaliSehatWali 

ICICI Lombard: International Women's Day | Kumbh 2019 #BajaoTaliSehatWali

 Video Courtesy: ICICI Lombard, YouTube

Images Courtesy: ICICI Lombard, Google Images and other online resources.
Video Courtesy: ICICI Lombard, YouTube and other online resources.

Resources:
*https://en.wikipedia.org/wiki/Prayag_Kumbh_Mela
**Dr. Ram N. Kushwaha, Consultant Physiotherapist and Acupuncturist, Nature Cure Institute, Nashik. https://naturecureinstitute.in/
***Sukanya Biswas. 'Clapping has Incredible Benefits'. Psychology and Behavioral Science International Journal. Juniper Publishers. Mini Review Volume 5 Issue 4. August 2017. DOI: 10.19080/PBSIJ.2017.05.555670 https://juniperpublishers.com/pbsij/pdf/PBSIJ.MS.ID.555670.pdf
https://www.webmd.com/balance/guide/acupressure-points-and-massage-treatment#1
https://www.healthline.com/health/pain-relief/how-to-massage-your-pressure-points#1
https://www.verywellhealth.com/the-benefits-of-acupressure-88702
https://www.ndtv.com/india-news/over-100-million-gather-for-kumbh-mela-worlds-largest-religious-event-1977747
https://www.laughteronlineuniversity.com/clapping-hands/
https://youtu.be/Mb4NeS1YCQU

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 @2019.
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.

SC Johnson's All Out #MujheSabNahiPata (Digital Film February 2019)

~ Kolla Krishna Madhavi

"Tujhe sab hai pata, hai na maa! Nahin, #MujheSabNahiPata."

The short film directed by Shoojit Sircar has Kirti narrating her experiences in bringing up her son. As a mother, she is expected to know the answers to every possible question about her little one - right from why they are crying to why their teeth are crooked.

      All Out: #IDidntKnow / #MujheSabNahiPata
  Image Courtesy: All Out, Exchange4Media.com

From day one, a mother is put under tremendous societal pressure to be a know-it-all about her kid(s). As a result, she gets primed to think that she cannot make mistakes and tries very hard to be that perfect mom.

She is constantly on a high alert to do the best for her kid and is mostly successful. However, to err is human and slip ups do happen at times. 

At the same time, a mother is scared to seek support concerning her offspring...the typical reaction she gets is "How come you don't know? You're a mother. You should know everything." 

A mother needs to be able to accept failure and learn from that experience. She should also not hesitate to ask for help from others when needed.

It does take tremendous courage to say #IDidntKnow...something that only tough mothers can admit. 

Kirti didn't know that her home was a breeding ground for dengue-carrying mosquitoes. Her child caught dengue at home and had to be hospitalised. In addition to her deep sorrow and fear as her son was unwell, she also had to face the thought that this was a result of her being ignorant as a mom. Her child recovered well but the guilt feelings remained.

All Out #DidntKnow / #MujheSabNahiPata

Image Courtesy: All Out, Facebook

Sonali Bendre, a mother and the Campaign spokesperson encourages other women to be tough and come out and share their stories, so many more can benefit from their experiences.

The SC Johnson's All Out® campaign brings out an important facet of an Indian mom - she is conditioned early on to believe that as a mother she should know everything about her children.

The ad takes a powerful stand for mothers. They are only human and it's fine to say #IDidntKnow / #MujheSabNahiPata!

All Out| #MujheSabNahiPata
                                                                                        Video Courtesy: All Out, YouTube

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

Resources:
https://www.theweek.in/wire-updates/business/2019/02/25/pwr20--sc%20johnson.html
https://www.prnewswire.com/in/news-releases/all-out-launches-ididntknow-mujhesabnahipata-campaign-urging-moms-in-india-to-put-aside-the-pressure-of-having-to-know-it-all-838083983.html
https://www.exchange4media.com/advertising-news/all-out-launches-ididntknow-mujhesabnahipata-campaign-for-moms-94900.html
https://m.dailyhunt.in/news/nepal/english/tvnews4u-epaper-tvnews/all+out+launches+ididntknow+mujhesabnahipata+campaign+urging+moms+in+india+to+put+aside+the+pressure+of+having+to+know+it+all-newsid-109329474
https://www.adgully.com/all-out-launches-ididntknow-mujhesabnahipata-campaign-for-moms-83765.html

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.

P&G's Ariel: Sons #ShareTheLoad (TVC Jan 2019)

~Kolla Krishna Madhavi

The question for the mothers out there, "Are we teaching our sons what we've been teaching our daughters?".

Ariel's 'Sons #ShareTheLoad' television commercial carries forward Ariel's #ShareTheLoad award-winning campaign. The new edition's intent is equally clear and the mind shift that it is promoting could well be a new year resolution for many mothers. 

Ariel India Son #ShareTheLoad
Courtesy: Ariel India, Mumbrella Asia

"We teach our daughters to stand on their feet but don't teach our sons to lend a helping hand."

The ad conceived by BBDO Mumbai and directed by Gauri Shinde raises pertinent questions on social conditioning and gender inequality within households. A mother is talking to her married daughter, Riu and catching up with her household work as well. She is indulgently cleaning up her college-going son's messy room while he is sitting on the bed, eating and playing on his phone.

Ariel India Son #ShareTheLoad
Courtesy: Ariel India, Campaigns of the World

The mother is surprised to hear that Riu has left a good job where she was performing well because she was not able to balance her work with her household chores. The mother questions her unseen daughter as to why her son-in-law, Aakash was not pitching in. She is taken aback to hear that Aakash doesn't know how to do household work. 

There is a brief pause, then the mother looks at her son and realises her mistake. She asks Riu to rethink about leaving her job and that she will speak with her again later in the evening.

The mother starts gathering the clothes littered all over the floor for a wash. Her son asks her what happened and why his sister quit her job. The mother replies that she made a mistake and is now trying to rectify it. She hands over the basket of dirty laundry to her son who follows her to the washing machine. The next scene cuts to him putting on the washing machine while his mother guides him. 

Ariel India Sons #ShareTheLoad
Courtesy: Ariel India, YouTube

The ad is focused on sons 'lending a helping hand' but fundamentally, both partners in a household should be equally responsible for doing 'ghar ka kaam'. And the message would have been far stronger if the mother had asked her son to pick up after himself before leading him to the washing machine. 

While there is a great shift in the thought process with more and more mothers teaching their daughters to be independent and equal partners in their married life, there is still a fair amount of disparity that needs to be bridged as sons are simultaneously not being taught to share household chores. 

Ariel India Sons #ShareTheLoad

Video Courtesy: Ariel India, BBDO

Image Courtesy: Ariel India, BBDO Mumbai, Google Images and other online resources.
Video Courtesy: Ariel India, BBDO Mumbai, YouTube and other online resources.

Resources:
https://www.exchange4media.com/advertising-news/ariels-sharetheload-campaign-back-with-a-bang-94341.html
https://www.afaqs.com/news/story/54311_This-time-PGs-Ariel-tells-sons-to-Share-the-Load
https://www.socialsamosa.com/2019/01/ariel-sons-sharetheload/
http://www.indiantelevision.com/mam/marketing/mam/ariel-s-new-film-addressing-household-inequality-garnered-15mm-views-190208
https://brandequity.economictimes.indiatimes.com/news/advertising/ariel-reignites-conversations-on-household-inequality-with-a-new-campaign-sons-sharetheload/67706597

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 @2019.
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.

HUL: The Shower #startalittlegood (PSA December 2018)

~ Kolla Krishna Madhavi

"Thoda sa paani...kissike zindagi badal sakti hai!"

Conceptualised by Ogilvy Mumbai and directed by Bauddhayan Mukherji from Little Lamb Films Pvt. Ltd., the compelling story of "The Shower" unfolds in Mangalaram ki Dhaani, one of Rajasthan's most arid villages. 

Hindustan Unilever Ltd.: The Shower
Image Courtesy: Hindustan Unilever Ltd., SocialSamosa

A farmer while returning home chances upon a shower cubicle in the middle of the desert. Curious, he opens the shower door. When he turns on the tap and water begins to flow, his first instinct is to simply "drink" the precious water. 

Hindustan Unilever Ltd.: The Shower
Image Courtesy: Hindustan Unilever Ltd., Exchange4Media

Soon, other villagers gather and start drinking in turns from the shower. There are joyous and wondrous faces all around!

It is poignant to see a mother feed her baby with the water directly from the shower (unlike the 'boiling and filtering of water' mindset which is more prevalent). Another woman collects water in a pot with a delighted smile on her face. 

The visuals simply tug at one's heartstrings!

While a privileged few with access to running water do not hesitate to spend hours in a shower wasting precious resources, in sharp contrast are those in dire need, struggling to get even clean drinking water within walking distance. 

Hindustan Unilever Ltd.: The Shower
Image Courtesy: Hindustan Unilever Ltd.

As a part of Hindustan Unilever Ltd's (HUL) CSR initiative 'Start A Little Good', the film shows the polarity between accessibility and consumption of water in an urban setting vis-a-vis a barren village environment. As on date, HUL has been able to save 450 billion litres of water with its efforts. Although commendable, it may still be a few drops in a parched land.

Half a village can quench their thirst with the amount of water consumed in just one shower.

The message is loud and clear...let us  #startalittlegood ...have a shorter shower and turn off the tap - conserve a little water each time and make that crucial difference!

Incidentally, the water used in the film was recycled and given to the villagers.

     

                                                                               Hindustan Unilever Ltd | The Shower #startalittlegood
                                                Video Courtesy: Hindustan Unilever Ltd., Ogilvy Mumbai, Little Lamb Films, YouTube

Images Courtesy: Hindustan Unilever Ltd, Ogilvy Mumbai, Google Images and other online resources.
Video Courtesy: Hindustan Unilever Ltd., Ogilvy Mumbai, Little Lamb Films Pvt. Ltd., YouTube & other online resources.

Resources:
https://www.socialsamosa.com/2018/12/hindustan-unilever-the-shower-campaign/
https://www.bestadsontv.com/ad/99211/Unilever-India-Hindustan-Unilever-Limited-The-Shower
https://www.exchange4media.com/advertising-news/does-hindustan-unilevers-viral-ad-film-the-shower-strike-a-chord-93566.html
http://www.adageindia.in/advertising/sustainable-living-brands-have-grown-nearly-50-faster-than-other-brands-says-huls-corporate-team/articleshow/67352505.cms
https://www.mumbrella.asia/2018/12/start-a-little-good-for-unilever-india-kicks-off-with-film-about-a-shower-cubicle-in-a-desert

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.

Titan Raga #FlauntYourFlaw (TVC November 2018)

~ Kolla Krishna Madhavi

"#FlauntYourFlaw!"

Titan Raga’s new ad campaign ‘Khudse Naya Rishta’ conceptualised by Ogilvy is a distinct departure from a growing perception that beauty equals flawless physical perfection. The advertisement raises pertinent questions on what is ideal beauty and depicts women who are comfortable in their skin. 

Titan Raga: #FlauntYourFlaw

  Image Courtesy: Titan Raga, YouTube

Women are conditioned early on to believe that they need to be beautiful to be accepted by the society. And with the passage of time, an even more increasing number of people across all age groups have begun to ride the beauty bandwagon. 

At times, even the tiniest of scars or the smallest of imperfections can get a person into a tizzy and they begin to doubt their self-worth.

Titan Raga: #FlauntYourFlaw

  Image Courtesy: Titan Raga, Brand Equity

The commercial speaks of how true beauty lies within one's imperfections. The delivery marks of a mother, the scars of an army officer, a breast cancer survivor, the dark circles of a working woman, the scarred fingers of an artist are all a result of their achievements - their grit and hard work. And it is these achievements that represent their true beauty, not their external appearance.

Titan Raga: #FlauntYourFlaw

  Image Courtesy: Titan Raga, Exchange4Media

In the words of Steve Maraboli, "Embracing your true self radiates a natural beauty that cannot be diluted or ignored". 

True beauty lies in the scars, the marks, the wrinkles and the body asymmetry acquired in the journey of life. The unique beauty of each individual needs to be celebrated with absolute confidence and grace.

Embrace those imperfections! Wear them with pride!

Titan Raga #FlauntYourFlaw
Video Courtesy: Titan Raga, YouTube

Images Courtesy: Titan Raga, Ogilvy, Google Images and other online resources.
Video Courtesy: Titan Raga, Ogilvy, YouTube & other online resources.

Resources:
https://www.exchange4media.com/advertising-news/titan-raga-encourages-women-to-embrace-their-scars-in-new-flauntyourflaw-campaign-93149.html
https://brandequity.economictimes.indiatimes.com/news/advertising/titan-ragas-new-ad-campaign-encourages-women-to-flauntyourflaw/66848277
https://www.titancompany.in/news/titan-raga-i-am

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.

Samsonite: Let's come together to revive Kerala Tourism #KeralaIsOpen (PSA September 2018)

~ Kolla Krishna Madhavi

"Kerala is waiting. Waiting to rebuild its economy, to revive its tourism. But most of all, it is waiting for you!"

Samsonite India: Revive Tourism in India 
Image Courtesy: Samsonite, Exchange4media.com

The poignant opening scene starts with a despondent Mr. Nambiar from Alleppey looking at the open door of his hotel 23 times that day but there are no guests. Jancy prays and goes to the airport in her cab each day and waits there for passengers, only to return home crestfallen.  

The veteran Mr. Nair is frustrated as he longs to put on the colours of his Kathakali makeup but there is no audience to watch him perform while Fatima has her Karimeen fry ready to be fried but sadly there are no customers. 

As the narrative progresses, you hear the joyful voice of Fatima's son calling out, "mother" and running to her with a skip in his feet. Fatima's face lights up as she can now cook and there is someone to eat her legendary fish fry. Mr. Nair now has his audience and his face is brightly lit with the myriad colours of his dance form. 

Jancy finally has a destination to take her cab and Mr. Nambiar has guests arriving at his hotel.

                          Samsonite India: Kerala Is Open 

                        Image Courtesy: Samsonite, tourismnewslive.com

This short film is an initiative by Samsonite, the luggage manufacturer and retailer, to draw attention to the need for tourists to Kerala.

Conceptualised by Autumn Worldwide - Mumbai and directed by Deepti Nagia, this moving ad extends the essence of Samsonite's product 'travel' to extolling people from around the world to 'travel to Kerala - God's Own Country' and help revive the state's economy after the devastating monsoon floods.

                      Samsonite India: #KeralaIsOpen 

                    Image Courtesy: Samsonite, socialsamosa.com

Kerala being a state where a quarter of the employment is dependent on tourism was greatly hit post the floods with a sharp drop in visitors. People from all walks of life are dependent on tourists for their livelihood. 

The local residents had exhibited an extraordinary sense of resilience, unity and strength in the face of the calamity and now it was time for them to rebuild their state. The short and simply-rendered film urges people to discover Kerala and boost the state's economy.

               

                                                                                     #KeralaIsOpen | Let's come together to revive Kerala Tourism | Samsonite 

                                                                                         Video Courtesy: Samsonite, Autumn Worldwide - Mumbai, YouTube

Images Courtesy: Samsonite, Autumn Worldwide - Mumbai, Google Images and other online resources.
Video Courtesy: Samsonite, Autumn Worldwide - Mumbai, YouTube & other online resources.

Resources:
https://www.afaqs.com/news/story/53710_its-about-how-everybody-can-bring-Kerala-back-on-its-feet-without-charity-or-sounding-preachy-Anushree-Tainwala-Samsonite
https://www.latestly.com/social-viral/samsonite-india-urges-tourists-to-rebuild-kerala-after-floods-in-this-beautiful-ad-saying-gods-own-country-is-open-watch-video-408558.html
https://www.exchange4media.com/advertising-news/samsonites-latest-campaign-tries-to-revive-tourism-in-kerala-after-floods-92292.html
https://www.socialsamosa.com/2018/09/samsonite-kerala-is-open/

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.