HDFC Mutual Fund's latest campaign highlights cancer's cruel choice
Conceptualised by Publicis South Asia, the campaign's aim is to drive awareness & let investors known about an option to donate their returns fully or partially towards helping the needy cancer patients
Despite the advances made in medical science, cancer continues to claim lives, while many others are undergoing painful and expensive therapy. Given the cost of treatment involved, which may or may not cure the patient, there are several who choose death instead. This is the tragic and cruel reality of thousands of families of cancer sufferers.
Keeping this in mind, HDFC Mutual Fund has launched a close-ended debt fund for cancer treatment, with lock-in period of three years. As part of the scheme, investors are given an option to donate their returns fully or partially towards helping the needy cancer patients. This money is given to the Indian Cancer Society for providing assistance to the patients.
Conceptualised by Publicis South Asia, an ad film has been rolled out which is running in cinemas and on digital media to drive awareness. The film opens with a young boy and his family celebrating the occasion of his graduation. The boy expresses his gratitude to his mother and then he recalls his father. It is shown that his father chose to skip his cancer treatment to provide education to the son.
Watch the ad here…
Commenting on the campaign, Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia eleborated, “They say advertising isn’t life or death. In this case, they would be wrong. Partha and I weren’t just handed a brief for a campaign, we were given a huge responsibility. Our team and the two of us tried our damndest to be true to it. The answer lay, as it often does, in an untold truth. The cruel choice that so many underprivileged cancer patients live it, ‘Do I risk the money I have saved up for my family’s future on the chance that I might live?’ Hats off to our client, who embraced the idea and never asked to add gloss to the harsh reality. That was brave. Shout out to Manoj, the director, who made it come alive. I hope it makes people emotionally understand what cancer patients and their families go through and it nudges at least a few of them to do something about it. That’s the only measure of success as far as we are concerned.”
Partha Sinha, Director, Chief Strategy Officer, Publicis, South Asia added here, “Money in India usually has a stigma attached to it – money can never be good. We wanted to show that money can solve a cruel issue faced by a cancer victim – to choose between treatment and no treatment. This is a cruel reality with many families and this fund was an easy step for people to act against that.”
A real tear-jerker
Expert take
Bodhisatwa Dasgupta, Creative Director, Grey Worldwide commented, “I loved the ad, loved how slow and easy paced it was. In this rush-rush world of 30-second commercials, it was refreshing to see a piece of good storytelling. And no surprise either, because Bobby’s a great storyteller.”
“The film was very factually correct too, because I’ve been fortunate to have been invited to a Goan house, and what you see in the film is exactly how it is. People sit around, someone strums a guitar, and stories are exchanged. We, the advertising folks, keep telling ourselves (and other innocent bystanders) that a script needs a neat little twist at the end. This film has none, and it’s no less special. All of us can empathise with the son – we’ve all lost someone close to us to cancer, and all of us have heard of the difficult choices one has to make when thinking about treatment,” he added.
According to Dasgupta, one particular line in the dialogue stood out though. “With his slow rasping breath…” It stood out because ordinary people don’t talk like that. In an otherwise simple slice-of-life film, that seemed like a line crafted by a good English writer.
“As far as delivering the message goes, if this doesn’t do it, I don’t know what will,” he remarked.
Our take
Choice of death over the happiness of a family is one of the harsh decisions forcibly taken by many. They were brave and strong enough to walk towards death due to paucity of funds for the treatment of this life-threatening disease. This campaign is an ode to all the close ones whom we have lost due to cancer.
The treatment of cancer involves enormous flow of funds at regular intervals. The campaign establishes that when confronted with the disease, people are forced to make choices, and many choose to secure funds for family rather than pursuing the expensive treatment.
It urges investors to donate their returns to help the needy cancer patients. The campaign is simple and realistic and narrates the true story of many ailing families. The characters have played their parts brilliantly and brought tears to everyone. It is not every day that we see such a beautiful campaign from a financial services brand touching the right chords. And for all those who believe that it is a long campaign, we should realise that the pain of losing a dear one can’t be restricted to mere 30-seconds. In short, arise and awake because this message needs to be heard.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp