By Our Staff
Said Ritu Sharda, Chief Creative Officer, Ogilvy India-North: “Through this film we wanted to put forth a truth about life. The truth that not all kinds of heat, or pressure is bad. It’s all about finding that sweet spot. This especially holds true in a relationship between a teacher and a student. This is what we have tried to reflect in our film.”
The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as influencer-led digital engagement.
By A Correspondent
Earlier this year, Voltas launched its maha-adjustable campaign for its new range of ACs that could adjust between multiple tonnage modes. And since the lockdown, the words ‘Maha-adjustable’ have been reborn with a very different message at heart.
The video sees protagonist Gajraj Rao speaking to his followers not as his character in the Voltas films, but as himself and how the lockdown has changed him as a person.
Said Ritu Sharda, Chief Creative Officer, Ogilvy India-North: “This lockdown really has changed everything. Our Voltas Inverter ACs were Maha-Adjustable, and now we’ve also become maha adjustable. Not just in what we do in our homes, but also how so many of us from different cities have managed to come together to create this beautiful message in the most delightful way. It was an absolute joy to collaborate with Gajraj Rao on this film. Not only did he feature in it, but also volunteered to produce it for us, with his son Nikhil wearing the director’s hat. It’s work like this that makes one also look at all the good this new normal brings.”
By A Correspondent
Dabur Amla Hair Oil has created a new digital campaign around building bonds with loved ones during this lockdown. The film lifts up sentiments around lockdown with a heart-warming story that helps connect with the consumers.
Said Ritu Sharda, Chief Creative Officer Ogilvy India-North: “The lockdown has distanced the world, and people are worried. But we chose to look at it in a slightly different manner. One which is as real as this pandemic, but positive. It didn’t take us long to realise that it has finally given us something we have always longed for – a chance to spend time with our loved ones. So while the world figures out a way to get back together, we urge people to make their bond even more beautiful, by coming closer as a family and strengthening the roots. And a champi, coupled with lengthy conversations, is definitely one way to get there.”
Added Rajeev John, Senior GM Marketing, Dabur: “An age-old brand, Dabur Amla is rooted in strength. It’s a household name spanning across generations. We wanted to ensure a strong emotional connect with the consumer during these tough times. Champi-an act of love, seemed the perfect fit to reassure our consumers that Dabur Amla is as much a part of their everyday lives, even during the lock down. Instead of being more of a product story, we felt it was key to respect the current sentiment & create a simple yet endearing film.”