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Tag: Finolex

  • Mukul Madhav Foundation addresses child labour in a short film ‘Baitullah’

    Mukul Madhav Foundation addresses child labour in a short film ‘Baitullah’

    Mumbai: Finolex Industries’ corporate social responsibility arm, the Mukul Madhav Foundation, has released a short movie, Baitullah. addressing child labour. The award winning short film is sure to open your eyes. The picture, picturing a little boy named Baitullah working at a tea stall in the city, poses the question to the viewer.

    Directed, written and produced by Jitendra Rai (M/S Matheno Films), the main protagonist is played by child artist Om Kanojiya, supported by Ishtiyak Khan and Vipin Sharma. The film has been nominated and selected at 85+ international and national film festivals and has already won 26 awards.

    “What does this child need to do to become like you?” is a question that is met with awkward silence in the film but hopes to ignite a conversation amongst viewers and the more fortunate.

    Millions of children across the world, and especially in India, are exploited and denied their childhood every day. They are kept out of classrooms and forced to work as touts or earn a daily wage for their families due to poverty, lack of awareness, or just plain neglect and apathy. Most are hidden away in sweatshops making shoes, jewelry, and firecrackers. But some are in plain sight. ‘Chottu’ at your friendly neighbourhood tea stall or lunch place.

    Speaking on the evolution of the film, the director Jitendra Rai said, “As a filmmaker, I look at the world around me with my eyes wide open. I couldn’t ignore the child labour I saw around me, but I was also left with a sense of helplessness. As a filmmaker, I chose to capture this helplessness, the silent appeal these children have in their eyes when they look at people better-off than them.”

    Rai added, “This helplessness turned into hope, when I saw the work that is being done by organisations like the Mukul Madhav Foundation. I am also grateful for their support of this film.”

    Mukul Madhav Foundation managing trustee Ritu Chhabria said, “This film asks a question that started us on our journey working with marginalised and vulnerable children: how could each child enjoy the things we take for granted in our lives? We set out to put things in place, one small block at a time.”

    Established in 1999, the Mukul Madhav Foundation works with communities across India, uplifting the less fortunate with hope and dignity. Their work with children, especially those vulnerable to exploitation, assault, and trafficking, is slowly tilting the scale at the grassroots. Supporting children with initiatives in education, nutrition, and mental health. Offering a helpline, counsellors, and legal aid for children. Rescuing and rehabilitating exploited children and then reintegrating them back into the mainstream. But even more importantly, strengthening the community. Giving parents and youth access to healthcare, sanitation, skill development, and employment. Giving each of them a sense of dignity. With the belief that in order for children to be safe, their community must first feel financially and emotionally secure.

  • Finolex Cables unveils a new marketing campaign

    Finolex Cables unveils a new marketing campaign

    Mumbai: Finolex Cables Limited has announced Kartik Aaryan and Kiara Advani as its brand ambassadors along with a brand refresh and the launch of a 360-degree campaign.

    The new campaign is called ‘No Stress. Finolex’ will showcase the brand’s diverse product range of ceiling fans, LED lights along with electric cables and wires in three TVCs featuring the two actors.

    “Driven by a set of timeless values and a contemporary vision, Finolex Cables has always provided quality products to its customers, which we will continue to do with our refreshed brand mantra of ‘Xceeds Xpectations’,” said Finolex Cables executive chairman Deepak Chhabria. “Our growth in the FMEG segment is a testimony of our unparalleled understanding of the discerning needs of the customer. With a diverse product portfolio range and a robust distribution network, we aim to carry forward our cables and wires legacy and become the number one destination for all FMEG products in the country.”

    “There is a rising awareness among the new age consumers about safe, smart and stress-free home solutions,” said Finolex Cables president sales and marketing Amit Mathur. “Our dedication and passion in making our customer’s life Stress Free has resulted in designing our products to be feasible and dependable. The new campaign reiterates this purpose and our promise to go beyond customer expectations by providing them with reliable and innovative electrical solutions. We are delighted to have Kartik Aaryan and Kiara Advani, two of the most promising and talented young actors of the film industry, to be the face of the brand and help further strengthen the brand’s connect with its customers.”

    “I am pleased to be associated with Finolex Cables, a brand that has quality products, diversified product portfolio and a strong market presence,” said Kartik Aaryan. “The new campaign being relatable and refreshing, resonates with my personality and is in sync with today’s youthful mindset.”

    “I am glad to represent a brand with such a positive and deep-rooted Indian legacy,” said Kiara Advani. “While there is constant innovation and new designs, the quality is never compromised and I’m elated to be part of something that represents such consistency.”

    The ‘No Stress. Finolex’ campaign will roll out in the second week of May and will reach the audience through traditional and new age mediums including the brands digital channels. The 360-degree campaign will showcase multiple aspects of the brands positioning and product portfolio and will have renditions on television, radio, digital, BTL and OOH platforms.