KYOORIUS CREATIVE AWARDS - Public Service Announcements (Film)

Ma, don't hold my hand - Yum Restaurant India Pvt Ltd - KFC JPG
Ma, don't hold my hand - Yum Restaurant India Pvt Ltd - KFC MP4 5m:05s

Ma, don't hold my hand
Brand: KFC
Client: Yum Restaurant India Pvt Ltd
Entrant: Ogilvy India

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Ma, don't hold my hand - KFC - Yum Restaurant India Pvt Ltd

Baby Blue Elephant

Entry Title: Ma, don't hold my hand
Brand: KFC
Client: Yum Restaurant India Pvt Ltd
Entrant Company: Ogilvy India
Description: In India, the specially-abled have been viewed with a sense of pity or ‘bechaarapan’.
People incapable of leading independent lives.
This has led to self-esteem issues in the community.
On International Day of Sign Languages, we wanted to tell a story from the point of view of the specially-abled.
So we told the story of Ishmeet.
Ishmeet wanted to explore the world,
get a taste of cotton candy, ride her bike with no hands.
Except at every point, she was made to believe she’s no ordinary girl.
That she needed to be hand-held.
Until one day, when it all changed.
And her mother knew, it was time she let her go.
Directed by Shoojit Sircar, the film featured actual deaf and mute people–rather than actors.
With 12M+views,a 30% click rate on OTT, 200+ media stories, 100M+ earned media impressions and a special premiere at PVRs for specially-abled people, we shifted the focus from their disability to their capability.

While the film spread awareness about KFC’s ongoing commitment to employ the specially-abled,it also sparked a larger conversation on the need for equal opportunity. The most heartening bit? The film actually resulted in an uptick in job enquiries by specially-abled people.
English Translation: Mother:
Ishmeet….Ishmeet…

Ishmeet. I told you not to go near the train.

Girl:
But I like it

Mother:
No


Tempo driver:
You deaf or something!

Mother:
What are you doing?
Don’t you get it?
I told you…don’t let go of my hand

Girl:
Let me go.
I know…I won’t leave ma’am’s hand

Girl:
I want to go to the market on my cycle

Mom:
No

Girl:
I want to go to the market

Mom:
Okay, your brother will take you

Brother:
I’ll take you tomorrow

Girl:
Why can’t I go by myself?

Mom:
You know why you can’t

Girl:
I want to go out. By myself.

Mom:
No

Girl:
Why?

Mom:
Tomorrow

Girl:
I can’t hear anything

Mom:
Tomorrow

Girl:
I can’t hear anything

Mom:
Don’t you get it?

Girl:
I said I can’t hear a thing

Mom:
Ishmeet…Ishmeet…
KFC employee:
Okay, I’ll go now

Husband:
What time will you be done

KFC employee:
I’ll meet you at 6. Bye.

Mom:
This…how did you..?

Girl:
By…myself

Now you can let go
Company Credits: Ogilvy India
Individual Credits: Kainaz Karmakar - Chief Creative Officer, India
Individual Credits: Sukesh Nayak - Chief Creative Officer, India
Individual Credits: Harshad Rajadyaksha - Chief Creative Officer, India
Individual Credits: Ritu Sharda - Chief Creative Officer
Individual Credits: Shailender Mahajan - Executive Creative Director
Individual Credits: Kingshuk Dey - Group Creative Director
Individual Credits: Aastha Gandhi - Creative Director
Individual Credits: Srikanta Behera - Creative Director
Individual Credits: Vivek Mehra - Creative Controller
Individual Credits: Rising Sun Films - Production House
Individual Credits: Aditi Sobti - Vice President, Account Management
Individual Credits: Chandni Ahuja - Management Supervisor, Account Management
Individual Credits: Hemant Kapoor - Account Director, Account Management
Individual Credits: Pritish Mukherjee - Vice President, Strategy
Individual Credits: Rupa Roy - Planning Director, Strategy
Individual Credits: Rising Sun Films - Production House
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