Dhara Assure Cooking Oil: #ZaraSaBadlaav Banaye Life Behtar (TVC May 2018)

~ Kolla Krishna Madhavi

Waqt badal raha hai, aur badal rahi hai purani reetiyan!

Designed and developed by DDB Mudra, the Dhara Cooking Oil brand campaign brings up a relevant point: "Jab ma beta saath rah sakte hain, tho ma beti kyon nahin?"

Dhara Cooking Oil
Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

The ad shows a young woman who has invited her teacher for lunch. The teacher likes the food and praises her student's mother's cooking. The daughter invites her to lunch again the next Sunday. The teacher says she is very busy this month, but she will go to Jaipur for lunch where her mother stays. The husband responds that his wife's mom also stays with them. And the girl's mother-in-law says, "When a mother can stay with her son, then why cannot a mother stay with her daughter?"

Dhara Cooking Oil
Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

Although this aspect is simply woven into the story and the commercial's main focus is on 'healthy living' and the everyday oil consumption habits of consumers, it is still very effective.

India's first tamper-proof tetra packaged vegetable oil, Dhara was launched in 1988 to address the concerns with the loose oil market.  Dhara, which was launched under the 'Operation Golden Flow' program of National Dairy Development Board (NDDB) as a market intervention to address the larger cause of the Indian farmers & consumers, has always attempted to make an emotional connect with its end-users. This campaign by Radhika Produces Films and directed by Suresh Triveni takes it a step further. 

In a departure from the rest, the brand is also advocating reducing the daily consumption of oil. This strategy may pay off in the long run.

Dhara is now one of the flagship products from the Mother Dairy stable but has gone through several avatars over the years - both in terms of its ownership and its product positioning. 

"Dhara dhara, shudh dhara" may regain all its earlier sheen and surge ahead in the market but what is relevant here is that the brand has repositioned itself with their current advertising journey which makes a pertinent statement - "small changes in routine can lead to big changes for life". 

And change begins best at home!

Dhara Cooking Oil - Zara Sa Badlaav

Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

Images Courtesy: Mother Dairy Fruit & Vegetable Ltd, Radhika Produces Films, DDB Mudra, Google Images & other Online Resources
Video Courtesy: Mother Dairy Fruit & Vegetable Pvt. Ltd, Radhika Produces Films, DDB Mudra, YouTube, and other Online Resources

Resources:
https://brandequity.economictimes.indiatimes.com/news/advertising/-dharas-new-tvc-campaign-zara-sa-badlav-banaye-life-behtar-hits-the-tv-screen/64314400

https://www.motherdairy.com/Brands/dhara
http://bestmediainfo.com/2018/07/dhara-s-30-year-journey-from-purity-to-social-plank/
http://www.adageindia.in/advertising/see-the-spot-dhara-launches-new-campaign-aimed-at-changing-habits-in-edible-oils-usage/articleshow/64313349.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.

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.

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.