Agency: Ogilvy & Mather
The Vedanta Group, after its various scams and controversies, has unveiled its first ever corporate campaign under the platform of ‘Creating Happiness’. It is good to see another giant corporate coming up with a CSR initiative. The campaign includes a 90 second TVC along with 38 other three minute films. The commercial is created by O&M and the short films are crowd sources from student film makers across India.
The campaign portrays a Rajsthani girl Binno, who was chosen from the Vedanta community initiative. The TVC takes a real slice out of Binno’s life, with her parents, friends, doctors and school teachers playing the part. It shows how her life is different from that of her earlier generations, in the process highlighting the many changes that have come about over the years in her village.
Commenting on the TVC, Piyush Pandey, executive chairman, Ogilvy & Mather said, “The Vedanta ‘Creating Happiness’ campaign is extremely close to my heart for it's all about enabling India. I have worked on this campaign along with my team as an excited young copywriter and I look forward to the people of India not just appreciating the Vedanta efforts, but getting inspired to do something on their own to make India a happier place.”
The film is shot by Shivendra Dungarpur of Dungarpur Films and the music has been composed by Rajat Dholakia.
On the campaign and the film competition, Senjam Raj Sekhar, director, communications and brand, Vedanta group said, “Vedanta has several compelling stories to tell about the work that is being done in community and sustainability. Our aim is to tell the world the Vedanta story under the platform of ‘Creating Happiness’. With the film competition, we opened up all our projects and locations to budding independent film makers. The idea was to enable them to experience it first hand and make films on impact that the projects were having on the community. The results are tremendous – we have got 38 heartwarming stories capturing hope, change and empowerment in rural India”
The students participants in the short film competition including students from IIFT, travelled to the interiors of Rajasthan, Goa, Karnataka, Tamil Nadu, Orissa and Chhattisgarh to meet with an India that is full of inspiring stories, and they came back with their own experiences and films. The films are open for public voting on YouTube till 20 March 2012. The films will also be judged by the jury that includes Piyush Pandey, Shyam Benegal and Gul Panag.
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