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Clean Your Heart

#CleanYourHeart | Roca life Film on World Toilet Day by Dentsu

Creative, Digitalno comments

 

Brands need to have a powerful point of view.

Being socially relevant is also a way of selling. Thankfully, after spending a decade in the industry, I have found that more and more marketers are willing to be socially relevant and do all it takes to make a brand stand out.
Few days back, I was fortunate to launch a campaign for Roca. With #CleanYourHeart, Roca and We Are Water Foundation India has made a powerful point on a unique facet of open defecation. The digital film brings to forefront a prominent issue faced by millions of domestic helps every day, i.e. ‘access to toilet’.
The digital film addresses the stigma that many domestic helps in India continue to face i.e. the lack of access to household toilets in households/families they work for. Even the most progressive Indian households are hypocritical when it comes to the domestic helps using their toilets.
After handling Roca for close to two years, I realized this is something no one was focusing on. I felt it was important to create communication around this topic. We, from the so-called modern homes of India are often not even aware if our maids have access to toilets throughout the day. Most of these domestic helps work for long hours, going up to 8-9 hours without using a toilet. At times, there’s access to a servants toilet, at times not. Even when a servant’s toilet is available it might not be in the same block, or conveniently located. As a result, they end up relieving themselves on the way to work; exposing themselves to a lot of health hazards and safety issues.
This is arguably the first time any brand has done any communication on this topic. That’s the reason why, we kept the communication simple and to the point.

Anindita is a Creative Director with Dentsu Impact.

Amazon Care Spec Work by Miami Ad School

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Advert title: Amazon Care
Campaign name:  Eat Your Way to Wellness
Media: Online – direct marketing
Agency (School): Miami Ad School
Brand: Amazon Fresh
Art Director: Eman Shaheen
Art Director: Marta Bañón Iribas
Copywriter: Vaidehi Janak Mewawalla
Copywriter: Lucía Mendezona García-Borreguero
https://youtu.be/skowC8qsqJE

Pune Heritage Festival

Creativeno comments

The Pune Heritage Festival was instated to showcase the rich legacy of the city of Pune situated in Maharashtra, India. The city holds historic prominence as it was the capital city of the great Maratha kingdom during the Peshwa rule and an important center of uprising during the pre-independence period. The city has immense political, cultural
& traditional significance as eminent freedom fighters, social reformers, artists, scholars have shaped the overall character of the city and have given a distinct identity.

Design Studio: AAIBA Design, Mumbai, India
Creative Director / Art Director: Saurabh Chandekar
Client Servicing Director: Rasika Chandekar
Copywriter: Vrishasen Dabholkar

MaxHealthcare Films by Dentsu

Max Healthcare by Dentsu

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Dentsu Impact launches Max Healthcare’s new campaign #MoreToHealthcare and sheds light on what happens behind the scene in a healthcare employee’s life. 

The Indian healthcare industry is currently going through a rough phase, jolted by a lot of unfortunate incidents. This has caused a serious dent in the image of the overall healthcare industry and shook people’s belief in hospitals. With people usually knowing only one side of the story due to lack of information or understanding, it is very easy to jump on this bandwagon of negativity against private hospitals.  

Speaking about the films, Amit Wadhwa, President Dentsu Impact said, “Changing a hospital’s image is a challenging task and to do that our strategy was not to tell the story from the hospital’s point of view but rather through its people.” 

 The people who work in hospitals, be it doctors, or someone sitting at the front desk, have their own set of challenges and are trained to follow strict processes. So, what appears to be unnecessary and cumbersome to the patients and their attendants, might have a scientific reason to it. For instance, shoe covers are not recommended inside ICUs because that’s not how germs spread. Germs spread through touch.

The campaign was kickstarted with four films depicting the struggles of doctors, nurses, surgeons and guards. Anindita Das, Creative Director, Dentsu Impact spoke about the creative concept behind these films and said, “This is a fresh new way of looking at healthcare advertising and aims to evoke the respect and empathy that the healthcare professionals deserve.” 

The story does not end there. In the second phase of the campaign, #MoreToHealthcare is all set to solve common problems faced by patients and explain the reasons behind them. For instance, if a bill is more than the estimate shared then under what circumstances can that happen.

Production House – Rainsong Films
Produce r- Manish Bhatt
Director – Vivek Dubey
DOP – Anurag Solanki
Agency – Dentsu
National Creative Director – Anupama Ramaswamy
Creative Director – Anindita Das

Account Management:
Senior Vice President, Client Servicing – Megha Sadhwani
GM Client Servicing – Navin Singh
Associate Account Director – Sheeraj Sengupta
Senior Accounts Executive – Sheena Singh

 

 

Swedish Fish : Spec Work By Miami Ad School

Creative, Student Work, no comments

Advertised brand: Swedish Fish
Advert title: Kinda Swedish
Headlines:
1. Not förmented, jöst fish.
2. Guaranteed free fröm Omega3.
3. Here, häve söme fish.
Advertising Agency : Miami Ad School
City: San Francisco
Country: USA
Art Director: Sanjana Ranka
Copywriter: Karl Wanhainen
Description/Release synopsis:
Swedish fish is not entirely Swedish, but they’re kinda Swedish, so we made print ads that are kinda Swedish.

 

Experiential Work for Nordusk LED by MonkeyWrench, Kolkata

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Advertised Brand: Nordusk LED
Synopsis: Durga Puja is a major festival of Bengal, India, celebrating the homecoming of Goddess Durga who is known to be the embodiment of light. The festival signifies the victory of light over darkness. Brand Nordusk, a LED Light Company decided to literally depict this very essence by bringing light to the dark this year.

While we are busy with the revelries of Durga Puja and the fanfare associated with the festival, the makers of the idols of Goddess Durga struggle for months – in the dark – to bring us the light of happiness that only appears as clay and hay to the commoners.
Through a CSR activity, Nordusk installed functional LED lights in many such workshops where these idol-makers continued to carve the perfect shape of Maa Durga. Thus, Nordusk literally brought these gifted artisans out of a low productivity environment/darkness and empowered them with a better environment that is well-lit and bright, thus aiding them to minimise the health hazards otherwise associated with CFL bulbs and kerosene lamps that these artisans use in their workshops.

Advert Title(s): #LightTheDark

 

 

Facebook Link:
https://www.facebook.com/norduskled/videos/478088562600267/?t=5

CREDIT FORMAT
Media: Digital, Direct, Experiential
Advertising Agency: Monkey Wrench Communications
Creative Director: Ashis Mridha
Associate Creative Director: Madhura Chakravarty
Copywriter: Suchetana Ghosh, Madhura Chakravarty
Art Director: Tanmoy Das, Tandra Das
Production House: Post Production Studios
Director: Anirban Mallik
Head Client Servicing: Kusumanjan Banerjee
Account Management: Monalisa Mitra

BMW xDrive : Spec AD from Chimney, Berlin

Creative, Internationalno comments

Advertised brand: BMW xDrive
Advert title(s): Time Matters
Headline and copy text (in English): Never be late again.
Advertising Agency: Chimney Berlin
Creative Director: Florian Weitzel
Art Director: Claudio Castagnola
Copywriter: Paula Gete-Alonso
Synopsis:
We wanted to promote the new BMW Connected App that helps keep you on time. So we thought: “What would have happened if we had been late to the most iconic events in history?”. Clearly, time matters.

East India Pharma Festive Campaign by YUWEUS Kolkata

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Rolls, puchkas, chow and biryani speak up for their self-respect this festive season

Through 4 quirky digital films, East India Pharmaceutical Works Ltd revealed the untold pain of our popular festive delicacies and stepped forward to promote #NonstopPetPuja during festivities.

Ever thought how a biryani or chow feels when, after relishing on it during the festivities, you blame it for indigestion and stomach upsets? They are angry. They are protesting. Listen to their agony as we see the foods speak their heart out in these 4 unusually uncanny films created by Kolkata’s new-age brand communication agency YUWEUS, for East India Pharmaceutical, one of the leading pharma companies in Eastern India. The entire weirdness of foods talking made the campaign gather over 1.25 lakh views during the nine days of Durga Puja. The films were also converted into interesting comic strips that were also widely shared during the festivities.

Speaking on the campaign, Debarshi Duttagupta, Managing Director, East India Pharmaceutical Works Ltd said, “We are amongst the most experienced pharma companies in the country with over 8 decades into manufacturing some of the longest running and widely prescribed medicinal products. This campaign is an effort to reinforce our responsibility towards the society. The films are a soft reminder to people about ‘responsible eating’ during festivities in a fun and friendly tone. The audience today is smart and evolved; hence we have taken a conscious decision to absolutely abstain from every element of preaching.”

Studies reveal that the key reason for stomach upsets and indigestion during the festive season has been ‘irresponsible eating’. But strangely, the food has always bore the blame. Smartly leveraging the insight, the campaign dramatizes the grief of the food items in a quirky manner to send across a humble message to everyone of ‘enjoying the festive treats responsibly’.

The films were created in Bengali and launched online during the Durga Puja time, to target the food-loving Bengal audience. Each film features a popular Bengal food item like Roll, Puchka, Chow and Biryani, narrating its story of grief and humiliation. They express their anger and raise a protest (something that’s not at all alien to Bengal) against this continuous oppression. The films end with East India Pharmaceutical asking people to eat with a little care to enjoy #NonstopPetPuja in the festive season.

The films were also converted into very interesting storyboard style comic strips in English called the #NonstopPetPuja Tales that were widely circulated on every social media platform during the 9 days, primarily to reach out to the non-Bengali speaking audiences.

Sharing their views on the creative thought process behind the films, Sanjeev Dassani and Aanton Mookherjee, the guys behind YUWEUS said, “This was the first visible campaign by the company in so many years and the need was also to establish the progressive ideology of the leaders. The challenge therefore was immense. We chose to use humour. We chose to make the food items talk. The idea was not just to break away from the regular feel-good festive communication but more of a strategic effort to announce the personality that the company is evolving to adorn. And we believe that the campaign holds that essence. Today, the fact that it has been ‘liked’ and ‘shared’ by thousands, speak of its success.” And they didn’t end without saying, “Watch out for the campaign’s Diwali release!”

Watch the films here: https://bit.ly/2QQTx9r

CREDITS -
Client: East India Pharmaceutical Works Limited

Creative Agency: YUWEUS

Agency Heads: Sanjeev Dassani & Aanton Mookherjee
Scripts: Sanjeev Dassani & Abhishu Rakshit
Client Servicing: Ritwik Bhattacharya 

Director: Debajyoti Ghosh
Voice: RJ Deep