{"id":624,"date":"2024-09-04T07:28:45","date_gmt":"2024-09-04T07:28:45","guid":{"rendered":"https:\/\/beta.menofplatinum.com\/?post_type=newsroom&p=624"},"modified":"2024-09-04T07:29:03","modified_gmt":"2024-09-04T07:29:03","slug":"campaign-trail-work-that-works","status":"publish","type":"newsroom","link":"https:\/\/menofplatinum.com\/ae\/newsroom\/campaign-trail-work-that-works\/","title":{"rendered":"Campaign Trail: Work That Works."},"content":{"rendered":"\n

By Gokul Krishnamoorthy<\/a><\/strong><\/p>\n\n\n\n

This column will feature ads that caught the reviewer\u2019s attention for the right reasons, released or live during the week gone by. The hunt is for real work that cuts through the clutter from a consumer perspective, work that breaks new ground, work that elevates communication in the category, with an admitted bias towards campaign-able ideas.<\/p>\n\n\n\n

POND\u2019S BB+ CREAM \u2013 #SEEWHATHAPPENS<\/h2>\n\n\n\n

This campaign kicked off with a young girl braving her injuries and hiding her boxing aspirations and attendant marks on her face from her mother. She went on to reveal the truth, egged on by the slogan (below). Pond\u2019s has unleashed a new film under the theme ahead of Navratri<\/a>. This one packs even more punch than the launch film.<\/p>\n\n\n\n

Festivals and festive occasions, especially ones like the Navratri which involves dressing up and dancing in groups, are perhaps the worst times for young women who are conscious of their bodies. This film delves into the mind of one such young woman, who happens to be physically different from her peers and is extremely conscious of it. After a few moments in front of a mirror, comes that moment when she decides to #SeeWhatHappens. The film manages to carry the viewer from the protagonist\u2019s introspective low to her confident high on the dance floor, making one feel for her and with her. And the joy of seeing what happens, stays.<\/p>\n\n\n\n

THE TIMES OF INDIA \u2013 PHIREY ESHO KOLKATA<\/h2>\n\n\n\n

This column has a skew towards campaigns in Hindi and English, and that is unfortunate in this beautifully diverse nation. That said, it has featured work in Malayalam and Bengali before, and will continue to do so when the work has the ability to cut across languages. This piece of work by The Times of India strikes a universal chord by celebrating the \u2018Daughters of the city\u2019, whom it addresses as \u2018Our real Durgas\u2019 and inviting them back to Kolkata for Durga Puja. Resplendent imagery of the festival blends in with that heartfelt appeal. You don\u2019t have to be a Bengali to relate to this campaign. No festival is complete without the daughter at home. The \u2018Durga\u2019 connect drives home this truth delightfully and in context.<\/p>\n\n\n\n

SBI LIFE \u2013 REAL LIFE, REAL STORIES<\/h2>\n\n\n\n

We saw a glimpse of \u2018Real Life, Real Stories\u2019 in Main Se Hum last year, around Navratri. The latest film tells the story of Susanto Mahato and his troupe from Purulia, West Bengal, struggling to protect an 800 year-old dance form, Chhau (above).<\/p>\n\n\n\n

Another (below) tells the tale of Mittal Patel who works with nomadic tribes to ensure they have an official identity, and the benefits that come with it. Her work in the Banaskantha district of Gujarat and the change she has ushered in, to the Fulvadee tribe, is picturised here.<\/p>\n\n\n\n

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