By A Correspondent
As a leader in the clay category in India, Kores wanted to shift the attention from traditional ways of playing to creative and innovative ways of playing together with parents. The campaign aims at introducing this product to its target audience with a proposition that would make playing with clay a bit more meaningful not only for the kids but also for the parents.
Said Amit Akali, Managing Partner & Creative Head and Tejas Mehta, Co – Founder and Director – Account Management and Strategy – What’s Your Problem: “We were clear that this is not about making a regular ad film. The insight is much deeper and needed a tool that would bring the insight alive beautifully. Research pointed out that parents do spend time with their kids but it is not always quality time. They are busy with their work and the kids are left unattended in spite of them being around. We wanted to highlight this fact and make people realise that some behavioural shift is required to spend quality time with kids.â€
Added Sameer Mehta, Executive Director – Kores India Ltd: “We are excited about the entire ecosystem that brings the product alive. We believe that this is one effective way to engage parents and kids and bring them to the table to innovate and play together. Also, each webisode helps build a unique piece that completes the carnival theme associated with the Do It Together Kits. These webisodes are panned across a period of five weekends to help parents inculcate a new habit of spending quality time with their kids. We also hope this eventually becomes a part of the daily routine and is adapted by schools too.â€