Set against the context of the ongoing pandemic, the new ITC Aashirvaad TVC film captures different aspects of the new normal including the creation of new codes at home, spending quality time with loved ones, the coming together of everyone to share the load, redefined roles at home, and making meal-times a more cherished and refreshing experience. With positive habits and values taking shape at home during this lockdown, it’s important to not forget them post the crisis.
The film has an emotional narration, where members of the family have stepped in to lend a helping hand at home, and realizing as well as appreciating the nurturing role a mother brings to their daily lives. The film also captures the realization that the members of the family have of how difficult it is to be a mother and how effortlessly she goes about her role while the rest of us struggle to do what she does.
The TVC is an ode to all the mothers and the nurturing role they play. The lockdown and our struggles of trying to do what she does to lend support during these trying times, has made us realize just how just effortlessly a mother goes about a multitude of tasks.
The campaign aims to illustrate various roles of a mother and how she lends a helping hand and provides support at all times. The TVC also intends to depict the gratitude and appreciation that family members feel for the invaluable contribution of a mother in their daily lives. The ode concludes with the thought that mothers are in fact, a universal blessing or ‘Aashirvaad’ themselves.
Vivek Kookkal, Head of Marketing, Staples, ITC Foods shares, “The campaign was powered by the inspiration to pay a rich tribute to all mothers – to capture the feeling of gratitude and expressing our appreciation to all mothers who are making tireless efforts every day to keep their families healthy and safe. The TVC is not only an expression of a mother’s strength and love but is also a call to action, to acknowledge her love and care and be the pillars of support mothers have always been.”
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Elaborating on the brief, Sambit Mohanty, Head of Creative, South, McCann World Group said, “Life doesn’t come with a manual, it comes with a mother. Our campaign ‘Maa Tujhe Maan Gaye’ pays tribute to the nurturing role every mother plays – something whose value we’ve realised all the more during this extended lockdown. As we play our parts helping and caring for one another, may we never forget her presence which is the biggest blessing of all.”
Dileep Ashoka (Ex-VP, South), McCann World Group mentions, “Aashirvaad has always stood for nurturance and the joy that surrounds it. In these difficult and uncertain times, the role of the mother and the value of nurturance becomes all the more meaningful. As India’s #1 Atta brand and someone who has always stood for the voice of nurturance we felt it only appropriate to acknowledge and salute our Hero – the mother. ‘Maa Tujhe Maan Gaye’ is an effort in that direction.”
Credits:
Production House: Paper Planes Pictures Executive Producer: Lisa D’Costa Director: Prashant Madan Producer: Priyank Misra Chief AD and DA: Shreya Shroff Director of Photography: Kaushal Shah Music Director: Hanif Shaikh Line Producer: Indu Razdan Casting Director: Vaibhav Casting: Vaibhav, Anti-casting Storyboard: Hemant Gaonkar Post Producer: Rana Thakur Offline: Shahnawaz Mosani Online Artist: Bibash @Famous Studios Grade Artist: Christian Leiva @After Singer: Surya Raghunath Sound Engineers: Carl Nazareth VO: Shailendra Accounts: Prashant R Bhoir Creative Agency: McCann World Group, Bangalore CEO & CCO McCann World Group, India: Prasoon Joshi Head of Creative – South, McCann World Group: Sambit Mohanty Group Creative Director: Ketan Deshpande Creative Team: Keshri Sanjeev, Sandeep Palasseri Account Management: Dileep Ashoka (Ex-VP, South), Sonal Devraj, Sharon Varghese, Debanooj Das, Manju Thomas, Zenia Rodrigues, Rama Mukherjee
Films: Crystal Carvalho
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