Kyoorius Creative Awards
Public Service Announcements
Branded Content & Entertainment
KYOORIUS CREATIVE AWARDS - Public Service Announcements (Branded Content & Entertainment)


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

Baby Blue Elephant
Entry Title: | Ma, don't hold my hand |
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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 |