Kyoorius Advertising Awards
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Branded Content)
The Man Who Walked The Earth - Dabur Rheumatil
Baby Blue Elephant
|Entry Title:||The Man Who Walked The Earth|
We were presented with a challenging brief from Dabur. A creative idea to promote their Rheumatil Oil, which had 2 main challenges. One - their main TG was an older audience who would not be active on digital. Two - Rheumatism, being a technical topic had to be dealt with in a engaging way.
During the summer of 2020, as the country was under lockdown, an inspiring story took the southern state of Tamil Nadu by surprise. It was the story of D. Sivan, a 65 year old postman who retired from service after many years of delivering post to the remotest corner of the hills on foot. This got us thinking…. But we had to act fast!
We build the campaign around the creative insight that at the rate Mr. Sivan has walked he has covered over 50000 kms which is greater than the circumference of the earth. Hence was born the idea The man who walked the earth, a fitting tribute to an extraordinary person.
As the client approved the concept, we faced an ominous challenge - how do you shoot a film in a town that is under strict lockdown and constant rain, that too with a 65 yr old gentleman. A streamlined process was put into place where we located local cameramen and by directing them remotely executed the video in a short span of time while still managing to capture the beauty of the locales alongwith the story.
The campaign seamlessly weaved a moment marketing scenario with a insightful communication to build awareness around an cause that affects many people but is rarely spoken about.
Though this was a South focussed content piece, the video garnered the attention of social across the country right from the get go and was featured across media publications of various kinds. Top marketing critics and media outlets lauded it for the subtle product integration and inspiring message.
Total views on brand handle - 1.2 M+
Total engagements - 10k +
Covered by multiple marketing experts and publications - regional and national for its seamless and impactful brand integration. Also featured on top curation platforms like Social Samosa leading to greater awareness and reach.
Shared by a number of influencers and pages leading to 50k+ views
|English Translation:||My name is D. Sivan. I was born in Vannarapetai, Coonoor.
Last 35 yrs I served as a postman and now i have retired.
Once I start my day 10 a.m... all the way until 2 p.m, I wouldn't stop walking.
There are no proper roads here. I would make my way through the hilly paths to reach the post office, collect the mail and set off to deliver them to remote homes. If the person was not at home, as it would happen often, I would find them.
Thick forest. Jungle on one side, jungle on the other.. A single narrow passage in between..
How will you walk so far each day, can you do it, they said. I can, and I will, said I.
I never looked at walking as a hassle.
On these forest passages, one never knows where wild animals may come from. But I wasn't scared of the animals here, nor were they of me. We are all friends. Just like them, I too am a part of the forest.
It is because of all the walking, that I can say that I am free from any disease or ailments.
To stay healthy, it is essential to exercise, it is essential to walk, there is no other way.
Stay fit, stay healthy, be cool!
|Individual Credits:||Lakshmi Balasubramanian|
|Individual Credits:||Samarth J|
|Individual Credits:||Eniyavan P|