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.

Axis Bank Foundation: The Story of #AMillionThanks (Ad 2018)

~ Kolla Krishna Madhavi

Every family photo has a story and so does Appu's!

Axis Bank Foundation
Image Courtesy: YouTube

Axis Bank's Foundation (ABF) has been endeavoring to provide a livelihood to a million people across India.

Over the last decade, the Axis Bank Foundation has been trying to unite disrupted homes like Appu's where the father has left his family in the village and migrated to the city to earn a living. The beneficiaries of these initiatives are able to find alternate means of livelihood within the village itself and reunite with their families.

The story starts off with Appu, a young girl, joyously visiting a village fair. She religiously visits the fair each year, but what was different this time is that she is able to click a photo with both her parents. Appu's family is now complete as her father has returned home. 

                     

 Axis Bank Foundation
Image Courtesy: Twitter

Some families are unable to survive in the villages due to shrinking returns from their agriculture-based income and are forced to leave their homes to earn a living. Interventions by ABF across 21 states, 178 districts, and 10,000 villages have impacted 1 million livelihoods and helped stem a part of the exodus.

Axis Bank Foundation's "sustainable livelihood" theme is focused on increasing farm productivity, natural resource management and employability and entrepreneurship skills in impacted regions. This CSR outreach in some of the country's underprivileged and undeveloped areas has alleviated a few of those affected find both alternate and supplementary means of earning closer home. 

Entrepreneurship is not only about building the next Tech giant. It is also about being able to make those small but effective changes within your "circle of influence" (like these farmers) which help support your family as well as enable others around you earn a wage.

The story is not about the bank and its services. This story is about Appu and a Million Livelihoods!

                                                           

                                                                                              The Story of #AMillionThanks
                                                                                       Video Courtesy: Axis Bank Foundation

Images Courtesy: Axis Bank Foundation, Google Images, and other online resources.
Video Courtesy: Axis Bank Foundation, YouTube & other online resources.

Resources:
http://www.axisbankfoundation.org/sustainable-livelihood/sustainable-livelihood.html
https://www.thebetterindia.com/130065/million-livelihoods-reunited-indian-families-axis/
https://www.firstpost.com/brands/the-story-of-appus-family-portrait-thats-worth-amillionthanks-4337529.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.

Mirinda: #ReleaseThePressure (Ad 2017)

                                                                                 ~ Kolla Krishna Madhavi

"Because happy mind se padhai bhi hoti hai maze se puri, isiliye thodi #Pagalpanti is so zaroori!"

While the exam fever is sweeping the nation and quite a few (including parents and students) are in the grip of Textbooks, Date Lines, Exam Schedules and Hall Tickets, Mirinda Orange's ad highlights students distress during an exam season.

 

     Mirinda Soft Drink
      Image Courtesy: Exchange4Media.com

PepsiCo's India-owned Mirinda #ReleaseThePressure campaign is aimed at both parents and children. The aim is for parents to reduce the pressure on their children while also having fun. The latest ad featuring a boy who offers the flavored sparkling drink to his parents to loosen them up and destress definitely focuses on the product, but also takes an effective swipe at the build-up of parental pressure on children, especially during exams.

Mirinda Soft Drink
  Image Courtesy: ZopNow.com

Although told in jest, with a young teenager making funny faces at the camera while speaking of how his parents and grandmother have cut away all digital connections to help him focus better on his board exams, the ad by BBDO India still strikes a chord. The youth gives a voice to his feelings and advocates the importance of releasing stress and creating those joyful moments even in the midst of serious studies.

                                                                                 #ReleaseThePressure TVC (Hindi) 2017
                                                                                       Video Courtesy: Mirinda India

The campaign is in its ver. 2.0 and is a part of the fizzy orange drink’s larger initiative with Fortis. In India since 1991, the soft drink may have limited nutritional value, but the commercial definitely gives out a very pertinent message to parents. It surely resonates with a significant part of the country's population for whom academic excellence is an important yardstick to measure the worth of a child. Instead of allowing children to flourish naturally at their own pace and help build their self-worth, parents in their zeal to do the best for their children, set some unrealistic benchmarks for them. These expectations can often tilt toward "pressure-to-perform" scales that are tailored for a better societal acceptance.

In a child's journey, parental pressure can be as detrimental as peer pressure.

Homes need to be nurturing havens, not pressure zones for children!

Images Courtesy: Mirinda, BBDO India, Rising Sun Films, Google Images, and other online resources.
Video Courtesy: Mirinda India, BBDO India, YouTube & other online resources.

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.

Hamam Neem: #GoSafeOutside (TVC 2017)

~ Kolla Krishna Madhavi

While a social change is sweeping across the country, the Hamam Soap ad launched in July 2017 is also doing its bit to bring in a change not just in the thinking of the society, but in equipping oneself for an unwarranted possibility, especially young girls.

Hamam Ad #GoSafeOutside 2017
https://www.kulzy.com

The commercial starts off with the mother catching a news snippet about it being unsafe for women to step outside. She gets apprehensive and when her daughter suggests going alone for tuition, the mother insists on taking her. Seems to be as expected so far, but instead of taking her for tuition, the mother takes her to learn "Silambam", an ancient martial art for self-defense (which was often restricted to men).

Hamam Ad #GoSafeOutside 2017
https://d3bzyjrsc4233l.cloudfront.net/

Later (once her daughter has earned her belt), when her daughter asks her if she is not going to take her to tuition, the mother responds, "No, because now you are ready to go out alone".

Conceptualised by Ogilvy Mumbai, Hamam through its ad is trying to champion safety for women. The message is sensitive and addresses a very important aspect of being properly kitted out. Instead of getting caught off-guard, the mother tries to instill the right level of self-preparedness and confidence in her child. When the girl questions her mother on why she is being made to undergo so much difficulty learning "Silambam" while it is so hot, her mother's statement, "Because I'm your amma" (mother) says it all. 

HUL's Hamam soap was launched in 1931. Since then, the company has a legacy of promoting natural ingredients for skin care, but the recent ad series has stepped up with its active focus on empowering the youth brigade. It is a conscious shift in the brand's approach from just skin cleansing as a part of one's daily ritual to developing safe practices in one's daily life. 

Although the ad is targeted primarily to one state, its message holds good for a wider audience. And irrespective of gender, one needs to be prepared for any eventuality, even if it means going through tough preparation now. 

Get strong and be ready to face the world! 

Go Safe Outside!

                                                                                 Hamam Ad #GoSafeOutside 2017
                                                                            Video Courtesy: Hamam #GoSafeOutside

Images Courtesy: HUL, Hamam, Ogilvy Mumbai, Google Images & other online resources.
Video Courtesy: HUL, Hamam, Ogilvy Mumbai, YouTube & other online resources.

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.

Asian Paints: #HomesNotShowrooms (Ad 2018)

                                                      ~ Kolla Krishna Madhavi

The latest commercial launched by Asian Paints on January 12, 2018, warms the heart with its emotional flow. An enthusiastic grandfather tries to measure the height of his grandson and showcase the latter's artwork, but his disapproving son uttering "...papa..." each time, prevents him from blemishing the wall. Each innocent attempt by the grandfather to imprint a memory on the decor is opposed by his son (even while his daughter-in-law gives her silent approval).

Asian Paints #HomesNotShowrooms
Image Courtesy: https://media.licdn.com/

As the story unfolds, the son comes across some old photographs taken with his father. The nostalgic memories of his father's views on a home, bring about a change in the son. He soon starts to interact more with his father and encourages his father to mark the walls. The grandfather sums it up well when he says to his grandson, "lagta hai tere papa bade ho gaye".

The sensitive digital campaign conceptualized by Ogilvy Advertising beautifully showcases the dynamic relationship between a father and son as well as the close bonding between a grandfather and his grandchild. It also urges everyone to create a dream home and live in it comfortably and not just build a house for display. A home should be a space, which reflects not only one's emotions, but is also able to capture and showcase those special moments in everyday life. The emotions come out equally strongly even when the video is viewed in a silent mode.

Asian Paints
Image Courtesy: https://upload.wikimedia.org/

"Har Ghar Kuch Kahta Hai" has been the timeless positioning from Asian Paints Ltd.  The latest video on #HomesNotShowrooms further reiterates that a home is not just a showroom to make a decor statement. It is a place where a family is able to empathize and connect with each other and thereby, lead a richer life. 

The catchline in the end, "Ghar ka sabse badi decoration hai usme basi kushiyaan" sums up the message well.

                                           

                                                                                  Asian Paints - Homes Not Showroom

                                                                                Video Courtesy: Asian Paints

Images Courtesy: Asian Paints, Ogilvy Advertising, Google Images & other online resources.

Video Courtesy: YouTube, Asian Paints & other online resources.

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.