“Ensure that there are enough seconds dedicated to the product window”.
“You have to show consumption of the product and make it an integral part of the story”.
These are just some of the regular statements that an agency is used to hearing from the client, which the agency calls the client’s rants.
But these statements hold true when you are doing regular advertising for a product brand where the objectives are the usual marketing objectives of building awareness, generating trials and driving sales.
And then comes a time, a moment, an opportunity where a company decides to be courageous. It decides to break status quo, go against the conventional route of marketing and advertising and decides to launch a campaign with a thought and a philosophy that makes you sit back and reflect. It takes all the cultural and societal truths and weaves a story around those truths without making the story trivial by getting brands or products integrated into it like a force fit.
To understand what I am saying, let me share the new film from Nestlé India on their Corporate Campaign #ShareYourGoodness:
The beauty of the film is its simplicity and the power of this film hits one after some time. It makes one realize the importance of food in our lives and how sharing of food is beyond just a gesture. It is an act that transmits feelings and allows forming bonds for life. It makes one reflect on all the times when one has bonded over food and exchanged lessons on life over a plate of dinner or a cup of tea.
What is truly magical about this film is the fact that by taking food as the medium, this film talks about issues like: adoption, girl child and integrating people from North East into the fabric of a family and all of this is done quite seamlessly.
A campaign like #ShareYourGoodness would have been incomplete by just making a commercial of this thought. Nestlé India had to bring that thought alive through an act and Nestlé India chose the Mumbai Dabbawallas as a medium to activate this philosophy.
#ShareYourGoodness truly gained meaning when the Mumbai Dabbawallas were appreciated for the work that they do through a Goodness Box in gratitude for their unrelenting and selfless act throughout the year.
Watch this video to see this activation:
Despite being an employee of Nestlé India as well as a marketing professional, I would like to say Thank You to everyone involved in making this film and reminding us that Share Your Goodness does not have to be a tag line for a campaign but rather a Motto For Life.
