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.

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.

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.

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.