Welcome to week one of Clutter Cutters’ Work That Speaks.
This column will feature select pieces of work featured by ClutterCutters.in during the week gone by that stood out from a consumer perspective.
Each piece of work speaks for itself. Here’s why.
#8 Ixigo.com | Sounds We Miss
When the entire world is using stock images and videos, it makes sense not to. Ixigo stands out with this clutter-breaking yet relevant ‘film’ sans visuals. The sounds of travel leave the sights to your imagination. The message is ‘Stay Home, Travel Later’. This works as a standalone piece. But if people have to remember Ixigo when they travel later, they will need a few follows-up reminders to this one. While that could prove to be a challenge, I am hoping to be proven wrong.
#7 IAA & Rotary – Care for Elders
We are approaching the end of the lockdown but the pandemic is far from over. One segment that has been amongst the most vulnerable is that of the elderly and they continue to be. Besides the extra precautions they need to take, some also challenged by the need to procure essential supplies. Their biggest challenge is the loneliness that they dread even during normal times – that has multiplied manifold in the lockdown. This is therefore a hugely relevant campaign from the International Advertising Association India Chapter and Rotary. This is also not the first time that the industry association has chosen to address the issue of the elderly.
#6 Asian Paints – Stay Home, Stay Safe
It is befitting for a brand that has owned the conversation around ‘home’ to come up with this one. Two films in this campaign touch upon the new conversations that a home has with its residents, in the context of the lockdown. It is hard to dismiss Asian Paints’ work as another ‘happy lockdown home film’ because it is coming from that very deep space. It’s strength comes from its roots in ‘Har Ghar Kuch Kehta Hai’. It was also among the first to create a shot-at-home film, pioneering this ‘lockdown’ genre.
#5 OPPO Reno3 Pro – Expert For An Expert
This series started with photographer Daboo Ratnani and now features actor Vishal Kaushik. Riveting storytelling aided by great visuals does the job for Oppo. ‘Expert for an expert’ drives home the proposition.
#4 The Hidden Truth – A Lockdown Film (Domestic Violence)
The lockdown has brought to the fore hitherto unexplored skills like making films entirely from stock videos or shoots at home. It also brought out the best in people, who reached out to those who needed help. But there were also issues that the lockdown woke us up to. Mental health was one. Another was domestic violence; the statistics of which are scary but they shouldn’t be. For many of us have seen it or were at least aware of domestic violence around us. We just did not seem to have a way to do anything about it. Unfortunately, nor did victims.
This film about domestic violence during the lockdown makes one empathise deeply with the victim. As she hears about the extension of the lockdown on the radio, in the relative safety of a washroom, you can feel her fear.
#3 Voltas Beko – Mother’s Day (I Am Enough)
The entire story being told through the perspective of a young daughter makes this celebration of single mothers arresting. It addresses the societal mindsets that exist and one has to counter, not just as a single mother but also as a child of one. We have seen single mothers being saluted in brand work before. This film for Mother’s Day stands tall amongst them to be counted.
#2 Cadbury Dairy Milk | Every Home Tells A Sweet Story
The trend of using brand mnemonics to recreate magic is in. Legendary jingles are among them. This film uses an instrumental version of the famous Cadbury Dairy Milk soundtrack and is an ode to those celebrating special moments at home during the current lockdown. The original soundtrack established the brand as synonymous with ‘Celebrations’. Even for those who don’t recall it, this piece of work cements the association of Dairy Milk with every celebration. Just as celebrations confined to home seem a little extra special, so does this film.
#1 Surf Excel | Neki Nahin Rukegi
Surf Excel (from Pakistan) impresses us unfailingly every Ramzan with a heartwarming dose of goodness (Neki). This year it makes the effort to weave the narrative into the harsh times of the Covid19 pandemic and succeeds with finesse. The soundtrack and execution elevate the story. This film’s message is the underlying truth of every festive occasion and attendant giving spirit. It resonates deep within and this is what the world needs. Goodness has no borders. And goodness is good.
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