Kyoorius Advertising Awards
Produced Under INR 10 Lakh - Campaign
KYOORIUS ADVERTISING AWARDS - Film Craft (Produced Under INR 10 Lakh - Campaign)
Brand: SOS Children's Villages India
Client: SOS Children's Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect
|SOS Children's Villages India
|SOS Children's Villages India
|FCB India LLP Advertising Ltd + Kinnect
SOS Children’s Villages India is a non profit organization that works for the holistic upbringing of orphan children. They also run programs to help financially vulnerable families raise their children and eliminate the possibility of child abandonment.
SOS supports over 45,000 children in India and thus has a constant dependency on donations to fund their development programs. It’s difficult to raise donations when your brand struggles with marketing its unique offering, and as a result is not well known among the masses.
The most reliable and continuous source of funds for any non-profit is corporate funding. We formulated a mechanism to channel the abundant marketing budgets available to corporates, as donations towards SOS. In exchange, we give these corporations/brands their money’s worth. A buzz barter, if you will.
IDEA & EXECUTION
Phase 1 : Our character - Chatpat, a 10 year old street kid, gained popularity and amassed a follower base on social media with his quintessential ‘gyaan’ videos. Now armed with fame, he set out on his true mission - to get the biggest corporations in the country to donate for kids like him.
PHASE 2 : THE ICONIC AD RECREATIONS
He recreated iconic ads of famous Indian brands, albeit with his own twist. The ads were shot in a ‘jugaadu’ way with bare minimum production.
Each film was a unique tribute to the iconic ad. From playing gully cricket for the Cadbury ad, to showering at dhobi ghat instead of a waterfall for the Liril ad. From using a white cloth to mimic the white swoosh animation in the Tide ad, to donning a white wig and learning some advanced English for the Cred ad.
His only request to the brands at the end of each film was that, if they loved his rendition of their iconic ad, they should make a donation to SOS Children’s Villages India.
His recreations set the internet abuzz, audiences and media alike. The brands couldn’t resist the offer. While one brand did ask Chatpat to ‘cease and desist’, 7 Indian brands came forward to help SOS with donations.
Our Guerrilla film shooting approach helped us produce all the videos in a TOTAL COST of UNDER 15 lakhs for the films. This included 5 Phase One films (gyaan videos) and 6 brand recreations. We used bare minimum equipment, crew and cost efficient talent.
These recreated ads by Chatpat, helped SOS Children’s Villages India witness the best ever corporate donation drive in its 60 years of existence in India.
61.46% Increase in Corporate Donations
51.02% Increase in Individual Donations
126.90% Increase in Unique Visitors to the SOSCVI Website
278% Increase in Brand Mentions
1506% Increase in Brand Impressions
|Swati Bhattacharya, FCB India
|Kartikeya Tiwari, Kinnect
|Priyanka Mestry Soni