Regional Advertising

Part Factory. Part Matchmaker.
Brand: Mahindra Rise
Client: Mahindra & Mahindra
Entrant: Manja

Baby Blue Elephant

Entry Title:	Part Factory. Part Matchmaker.
Brand:	Mahindra Rise
Client:	Mahindra & Mahindra
Entrant Company:	Manja
Description:	Mahindra built an automobile factory in Zaheerabad, a drought-prone town in Telangana. Mahindra’s purpose has always been to drive positive change in the lives of their communities. So, back in 2004, they didn’t just build a factory, they undertook a series of initiatives that set off a positive ripple effect. Twenty years later, greenery thrived and groundwater levels rose by 400 feet. But hidden between all those numbers, was a statistic neither the people of Zaheerabad nor the team at Mahindra saw coming. The number of weddings in Zaheerabad increased. So, we decided to transform this data-heavy story into a human one by celebrating Sujith and Sreelaxmi, one of the many couples who found their happily ever after when water began flowing through Zaheerabad again. The film garnered 89 million views in 15 days, with a benchmark breaking 92% View Through Rate and the film got more than 1 lakh mentions. Including one from Telugu superstar Ram Charan, who was very upset that he wasn't invited for the wedding.
English Translation:	Can the number of weddings in a town increase because of an automobile factory? It’s a strange question, no? But the answer… Not that strange. Because when Mahindra built a factory in Zaheerabad. They also planted lakhs of trees. And built rainwater harvesting pits in the area. And guess what, underground water levels rose by 400 feet. The pipes, which had been lying dry for years came to life again. But you’re probably going, “What does any of this have to do with weddings?” Hint. It’s all about water. Water is the reason Zaheerabad’s Sujith is still single. Or well… the lack of it. Because no one wants to doom their daughters to a life without running water. But that’s yesterday’s problem. Because once water started filling the pipes again. The sound of the wedding bells filled the streets. Congratulations Sujith and Sreelaxmi! It is Mahindra’s mission to become carbon neutral by 2040. And Zaheerabad, is an important step towards our future.
Company Credits:	MANJA
Company Credits:	LoudMouth Film LLP
Individual Credits:	Team MANJA