Creativity For Good
Purpose & Cause-Based Marketing
CREATIVITY FOR GOOD (Purpose & Cause-Based Marketing)


Motorola Deep Connect
Brand: Motorola India
Client: Motorola India
Entrant: Dentsu Creative

Blue Elephant
Entry Title: | Motorola Deep Connect |
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Brand: | Motorola India |
Client: | Motorola India |
Entrant Company: | Dentsu Creative |
Description: | Motorola Deep Connect exemplifies purpose-driven marketing by seamlessly integrating innovation with social impact. In addressing the communication gap for coal miners in Dhanbad, it goes beyond mere functionality to touch lives profoundly. By enabling miners to connect with their families safely, it becomes more than a product—it becomes a beacon of hope in their harsh reality. Motorola Deep Connect innovatively leverages existing technology to foster emotional bonds between miners and their families. Through unique id-based frequencies on walkie-talkies, the solution facilitates two-way voice calls to regular 5G phones. This campaign embodies Motorola's commitment to leveraging technology for social good, aligning with the brand's ethos of empowering people through connectivity. It not only addresses a critical need but also fosters emotional connections, strengthening brand affinity among consumers. Moreover, Motorola Deep Connect transcends traditional marketing paradigms by prioritizing human welfare over profit. By investing in this initiative, Motorola demonstrates its dedication to societal well-being, earning trust and admiration from both consumers and stakeholders. Thus, it serves as a compelling case study for brands seeking to create meaningful impact while building their reputation and market presence through purpose-driven marketing. |
Company Credits: | Dentsu Creative |
Company Credits: | Useful Garbage Creations |
Company Credits: | Morphedo Technologies Pvt. Ltd. |
Individual Credits: | Motorola Team : Shivam Ranjan, Lakshaya Katiyal |
Individual Credits: | Leadership : Amit Wadhwa, Gurbaksh Singh, Lourenço Thomaz, Surjo Dutt, Janmenjoy Mohanty, Sumeer Mathur |
Individual Credits: | Strategy Lead : Punit Singh, Ashit Chakravarty |
Individual Credits: | Creative Lead : Sudhir Das, Shray Chawla, Ashton Rodricks, Akshit Salian, Ivo Purvis, Nuno Leal, Pedro Martoli, Aneesh Jaisinghani |
Individual Credits: | Account Management Lead : Ujjwal Anand, Chetan Walia |
Individual Credits: | Technology : Rakesh Bairwa, Rahul Sharma, Sushil Baranwal and Team |
Individual Credits: | Creative Copy : Shivani Shintre, Arundhati Srinath, Nuno Leal |
Individual Credits: | Creative Art : Subhankar Ghosh, Parag Singh Aswal, Pratik Purohit, Gautam Jangra, Soheil K G, Khadeer Ahmed, José Barreiro |
Individual Credits: | Account Management: Anurag Pandey, Kathakali Chatterjee, Inês Pinhão |
Individual Credits: | Comms : Jayme Blasko, Paola Motka, Anindita Sarkar, Alifiya Hirani |
Individual Credits: | PR : Sanjeev Anand, Sulakshana Mehrotra, Ananyaa Banerjee, Prachi Kabhtiyal, Kanika Parashar, Ayush Sengupta |
Individual Credits: | Films Team : Taj Ali Naqvi, Chitiz Shandilya, Sahil Chauhan |
Individual Credits: | Production House : Chandra Manii, Siddharth Shankar Shukla, Rohin Raveendran, Manish Rawat, Amit Mishra, Akshat Aman, Sritoma Karmakar, Shahin Ezaz Ansari, Sunil Kumar Ram, Govinda Ram, Satbir Mandal |
Individual Credits: | Motion Designer: Renato Porfirio, Miguel Reis |
Individual Credits: | Music : Aanand Bajpai, Tommy Moterio |
Individual Credits: | Post Production : Arvin Maden, Suneeth Vijayan, Hussain Khan, Suyash Ragji, Uttam Mayekar |
Individual Credits: | On-ground staff : Hiru Mondal, Biswanath Halder, Prasenjit Paul, Agnik Bhagat, Somnath Ghosh, Sudarshan Nayak, Pankaj Sahu, Anshu Chaurasia, Manish Yadav, Shivnarayan Kumar Pandit, Ziyaul Ansari, Veeru Kr Singh, Manish Kr Gupta, Abhishek Kumar, Ganesh Yadav |
Individual Credits: | Special thanks to : Mr. Ajit Kumar Majumdar, Mr. Priyank Pandya (Ministry of Communications, Gov of India) |
Individual Credits: | Technology Team: Milan Bhatnagar, Prashant Kumar Rai, Harshit Arora, Varsha Dixit, C Kirubakaran, Soumya Ranjan Nayak, Pushpendra Kumar, Hitesh, Arun Kumar, Jeetu Kumar, Aman Singh , Farman Ahmad, Mohit Rawat |