Tag: Good Morning Films

  • Ghotul film revives tribal wisdom to spark talks on girls’ rights and choice

    Ghotul film revives tribal wisdom to spark talks on girls’ rights and choice

    MUMBAI: Silence may be golden, but sometimes it’s deafening. On the International Day of the Girl Child, UNAIDS has dropped Ghotul, a short film that whispers ancient wisdom and shouts modern truth. Drawing from the Gond Muria tribe’s age-old “Ghotul” tradition, the film reimagines how young people can talk openly about love, consent, and the right to make choices, topics often hushed in contemporary India.

    Every year, 21 million girls across the globe become pregnant over 11 million of them in India. And each week, 4,000 adolescent girls are newly infected with HIV. The numbers are staggering, but the silence surrounding sex, desire, and bodily autonomy is even louder. Ghotul seeks to break this silence, spotlighting the urgent need for safe spaces where adolescents can speak, listen, and learn without shame.

    In Gond culture, the Ghotul was no taboo corner, it was a communal space where elders guided youth through lessons of love and responsibility. The film revives this lost wisdom, using it as a lens to challenge the modern discomfort around sexuality and gender dialogue.

    Penned by author and gender inclusion expert Shruti Johri, the 12-minute film is directed by Shashanka “Bob” Chaturvedi of Good Morning Films. The concept comes from advertising veteran and feminist Swati Bhattacharya, with cinematography by award-winning DoP Tassaduq Hussain, of Omkara and Kaminey fame. The cast includes Indira Tiwari, known for Serious Men and Gangubai Kathiawadi, alongside rising actor Puja Kulay.

    “This film is about breaking that silence,” says Johri. “It’s an invitation to reimagine a world where our daughters are not guarded like clay pots but guided like rivers, free to choose, to love, and to live without shame.”

    For Swati Bhattacharya, the project is about reclaiming lost intimacy in conversations: “In tribal wisdom, elders spoke freely with adolescents about love and growing bodies not to shame them, but to guide them. Today, when the internet fills that void, Ghotul reminds us to bring honest conversations back home.”

    UNAIDS executive director Winnie Byanyima puts it plainly: “By knowing the facts and educating young people about their sexual health, we can help them feel safe and stay safe.”

    The film has already found fans among some of India’s most influential voices. Producer Guneet Monga praised its “courage, compassion, and cultural depth”, while Apoorva Bakshi, Emmy-winning producer of Delhi Crime, hailed it as “a feminist reframing of indigenous wisdom”. Filmmaker Ashwiny Iyer Tiwari called it “a courageous and tender revival of the spaces our youth desperately need today”.

    Journalist Barkha Dutt added a sharp reminder: “Only one in 10 Indian men use a condom. The burden of birth control continues to fall on women. Ghotul opens space for honest conversations about reproductive autonomy. We say ‘our body, our choice’ but is that really the case?”

    In reviving a tribal tradition, Ghotul sparks a very contemporary revolution, a reminder that true modernity might lie in rediscovering old wisdom. Because sometimes, to move forward, all we need to do is listen to the voices that spoke first.

  • Asian Paints turns ‘Mera wala blue’ into ‘Meri wali blue’ for women in blue

    Asian Paints turns ‘Mera wala blue’ into ‘Meri wali blue’ for women in blue

    MUMBAI: Talk about a fresh coat of inspiration! Asian Paints has added a vibrant twist to its iconic Mera wala blue with the launch of Meri wali blue, a heartfelt campaign celebrating India’s women cricketers and the fans who bring the game to life from their living rooms.

    Part of the brand’s ongoing Har ghar blue narrative, the new film beautifully captures how cricket, while played on the pitch, truly lives in Indian homes, in the cheers, emotions, and shared pride that colour every household blue.

    Conceptualised by FCB Kinnect and directed by Good Morning Films, the film traces the journey of a blue jersey, from a tailor’s careful stitching to a young girl’s gleeful cry of “Meri Wali Blue” as she spots her hero Harmanpreet Kaur’s number on it. The message is simple yet stirring: India cheers for India Wala Blue.

    The campaign extends Asian Paints’ deep association with cricket, following its smart integrations during the India vs England series and Asia Cup earlier this year. The brand has painted itself firmly into the nation’s sporting story. This time, by championing the rise of women’s cricket and the growing chorus of fans rallying behind it.

    Asian Paints Ltd MD & CEO Amit Syngle said, “Cricket brings families, friends, and neighbours together. With Meri Wali Blue, we’re proud to celebrate India’s women cricketers, whose grit and grace continue to inspire millions.”

    FCB Kinnect CEO Rohan Mehta added, “Building on an idea that’s shaped culture and giving it fresh relevance is powerful. With just one word, Meri Wali Blue carries hope and belief for generations of women athletes.”

    As group executive creative director Yogesh Mani Pradhan put it, “It’s not just an ad,  it’s a rallying cry for today, turning nostalgia into a new cultural moment.”

  • Nanhi Kali launches campaign combining education and sports for girls

    Nanhi Kali launches campaign combining education and sports for girls

    Mumbai: The K.C. Mahindra Education Trust has announced the re-defined intervention from Project Nanhi Kali with an innovative campaign that integrates football into the curriculum for underprivileged schoolgirls across India. This campaign, created by Ogilvy, underscores the trust’s commitment to holistic education, blending academic learning with essential life skills acquired through sports.

    KC Mahindra Education Trust started Project Nanhi Kali to encourage and support underprivileged girls to complete 10 years of schooling. In alignment with the National Education Policy which advocates integration of sports as part of the curriculum Project Nanhi Kali is introducing girls to the game of football.

    Project Nanhi Kali’s campaign film captures the transformative power of football on young girls, highlighting real-life stories of schoolgirls from across India who are part of this program. These girls are not just learning to play football; they are gaining confidence, leadership skills, and a sense of self-worth that transcends the football field. The film is a testament to how sports can be a powerful vehicle for change, teaching values such as teamwork, perseverance, and resilience.

    Project Nanhi Kali has transformed the lives of more than 700,000 girls across India.

    Commenting on the new film, K.C. Mahindra Education Trust trustee and executive director Sheetal Mehta said, “At Project Nanhi Kali, we empower underprivileged girls through a transformative blend of education including 21st-century skills and sports leadership training. This holistic approach provides the girls with the essential tools to succeed in life. Our ‘Lessons from a Football’ film vividly showcases how football teaches crucial values like teamwork, leadership, and perseverance. By incorporating sports into our program, we see Nanhi Kalis evolving into strong, confident leaders who are ready to take on the world.”

    Mahindra Group chief customer and brand officer Asha Kharga also added, “Nanhi Kali represents Mahindra’s philosophy of Rise in action. We approached the new campaign with the mindset of an innovation launch. In alignment with the National Education Policy, Nanhi Kali has revamped its curriculum to be more holistic by integrating sports, while maintaining a focus on English, Math, digital & financial literacy, and soft skills.“

    “We needed to effectively communicate this shift and a day with the Nanhi Kalis in the village of Jambusar gave us rich insights. For these girls, football is more than a sport, it instills in them the confidence to Rise.”

    Ogilvy India conceptualised this thought-provoking film. Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha opined: “We visited a rural Nanhi Kali centre and spent a lot of quality time interacting with several Nanhi Kalis, and their coaches. The raw, captivating, and liberating stories of what the simple game of football has come to mean for these little girls and their sense of confidence and self-worth, is what inspired us to create this piece of communication.

    “It is a privilege and honour for all of us at Ogilvy to partner with the super-driven Nanhi Kali client team in this journey. We are also very pleased with what our director, Afshan, has been able to bring to life in this film, working with so many amazing actual Nanhi Kalis who had never ever faced a movie camera in their lives, before this film.”

  • JSW launches campaign celebrating Indian athletes

    JSW launches campaign celebrating Indian athletes

    Mumbai: With the Paris 2024 Olympic Games around the corner, JSW Group has reignited its long-running and hugely successful campaign – Rukna Nahi Hai – with the launch of a brand-new film that delves into the mindset of the athletes who will represent India on the biggest sporting stage in less than two weeks from now.

    Launched by India’s golden boy and reigning Olympic champion Neeraj Chopra, the campaign includes a longer version for digital platforms and a shorter TV commercial to be broadcast on popular channels before and during the games.

    JSW who have pioneered the Olympic movement in India over the last decade, have always run compelling campaigns around the games, and the build-up to Paris has been no different. The film, while highlighting the preparation of the athletes, also explores the emotional aftermath of failing to win at the games. It portrays the public perception of an athlete’s performance—celebration and fame if they win, or embarrassment and criticism if they lose. And in the process, emphasizes that athletes should remain unfazed by either outcome, quickly returning to practice and preparing for their next challenge.

    Simple, yet thought-provoking, the film underscores the athletes’ unwavering determination and refusal to stop, come what may.

    Conceptualised by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, it features a mix of well-known and emerging athletes from various Olympic disciplines, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas, among others. Celebrity film star Ajay Devgn has lent his voice to the film.

    The campaign also celebrates JSW’s association with the Indian Olympic Association for the Paris Olympics 2024.

    Sharing his views on the campaign, and the film, JSW Sports founder Parth Jindal said, “Rukna Nahi Hai as a JSW Group campaign, has now entered its third Olympic Games, and it has grown from being a slogan to now being an emotion, a belief that Team India and all of us will take to Paris. The film captures the essence of the athletes’ relentless pursuit, perfectly. For us, they are already champions. I am certain this film will inspire the contingent in Paris, and every single Indian who will be backing the athletes throughout the journey of the Games.”

    Speaking on the launch of the TVC, Ogilvy chief creative officer Sukesh Nayak said, “The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be a part of this journey with JSW and our athletes from day one. This campaign brings alive the true essence of rukna nahi hai, by portraying the mindset of our athletes. For whom victory and setbacks are chapters and not the end of story. It honors their relentless pursuit which makes our country shines bright.”

    In addition to the film, the campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, Digital, OTT, Digital innovations, OOH, on-ground activations, and print.

    JSW Inspire, launched by JSW Group in 2022, is an athleisure brand that sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games. The brand aims to provide top-quality, Indian-made activewear for both professional and aspiring athletes, matching global standards. The official team India kit for the Olympic Games Paris 2024 is designed by Aaquib Wani, who also designed the Indian cricket team jerseys.

  • Prime Video spotlights the importance of immersive entertainment in new campaign

    Prime Video spotlights the importance of immersive entertainment in new campaign

    Mumbai: Amazon Prime Video on Thursday unveiled its new brand campaign called ‘See Where It Takes You’ in India. The campaign showcases the role of Prime Video in customers’ lives and highlights how immersive entertainment inspires us all to pursue our life’s ambitions and goals. 

    In the five-year journey of Amazon Prime Video in India, it has become evident that great content not only entertains but also nurtures the potential to spark action to bring about a positive change in people’s lives. With the central thought of ‘See Where It Takes You,’ the new campaign highlights the endless possibilities that start with entertainment and attempts to foster a two-way conversation between storytellers and fans, communities and creators.

    Conceptualised by Amazon Prime Video and Ogilvy India, the 360-degree campaign will run across TV, print, digital and social channels. The films have been directed by Shashanka Chaturvedi, and produced by Good Morning Films.

    Showcasing two of Prime Video India’s most iconic shows “The Family Man” and “Four More Shots Please!”, the campaign features two films – the first of which was launched this week. The film takes a relatable setting in the life of a young couple and depicts how the popular Amazon Original show “The Family Man” not only delivers an immersive entertainment experience, but also inspires them to rekindle their romance. The narrative also weaves in the X-Ray feature that amplifies the engaging experience Prime Video offers.

    “Over the past five years, our customers have increasingly looked to us as a trusted friend – one they could rely on to entertain them withsome of the best shows and movies across genres and languages,” said Amazon Prime Video India director –SVOD business Sushant Sreeram.  

    “With users streaming on Prime Video from 99 per cent of India’s pin codes, we take this responsibility seriously, as a service that not only entertains but also inspires. We have constantly worked towards bringing communities and creators together in a manner that ignites fandom and fosters meaningful communication,” added Sreeram.

  • Asus India releases new TVC – ‘The Edge of The World’

    Asus India releases new TVC – ‘The Edge of The World’

    MUMBAI: The ever-changing market dynamics is pushing brands to be more experimental and adventurous with digital storytelling. After already piquing everyone’s interest with first-of-its-kind offering of dual-screen laptops, Asus has released a brand new TVC for the same. The short commercial adeptly captures the theme of ‘The Edge of the World’, as was palpable in Asus’ launch of world’s first Dual 4K Screen Zenbook Pro Duo, The Laptop of Tomorrow.

    The world was once considered flat, until Ferdin and Magellan established the first circum navigation of earth. Similarly, set in the backdrop of the 1500s, the TVC has sailors setting out in the deep ocean to address unanswered questions. When the sailors in the lower deck discover that they are approaching the edge of the world, panic spreads like wildfire. Amidst the commotion, we see some sailors abandoning the ship while one seeks council with the captain who's positioned on the top of the masthead with the telescope. He alone seems composed as he takes the ship beyond the edge. The film is a fresh cut on laptop advertising and tells a unique story in a world that is cluttered by spec-talk and jargons.

    Asus India business head – consumer, commercial and gaming PC Arnold Su said, “Asus has always believed in shunning the norms and pushing the boundaries of what is deemed to be possible through constant innovation. The latest range of dual-screen laptops are a testament to the same ideology. While the laptops space has not seen much innovation in the recent times, we take pride in introducing the 4K dual-screen laptops. Our first TVC captures the same spirit, taking inspiration from medieval times and sea voyages going beyond boundaries. We are affirmative that the short film will communicate the brand’s strong ethos of innovation, grit, and determination.”

    FCB Ulka president Kulvinder Ahluwalia said, “The Asus ZenBook Pro Duo is a product that would out-spec even the most loaded laptops, but it was the dual screen that clearly demarcated it from the entire competition. It was that we chose to focus upon sharply, thus bringing alive the benefit that great things happen when one travels beyond the edge. The communication has a dramatic showcase of the dual screen in a manner not seen in the category globally. Thus, enabling us to position Asus as an aspirational and inspiring brand, which connects with the content creators of today.”

    Essentially, a ship goes over the edge in the latest film by Asus, akin to how Asus went beyond the age-old designs of laptops, disrupting the status quo with its dual-screen offering of Asus ZenBook Pro. Until then, laptops have seen the least amount of innovation in the world of gadgets in the contemporary times.

    The short film by Asus was conceptualized by FCB Ulka and is directed by Shashank Chaturvedi (Bob) and produced by Good Morning Films. The short film will run across India and APAC region.

  • OkCupid celebrates personal choice with first India brand campaign ’Find My Kind’

    OkCupid celebrates personal choice with first India brand campaign ’Find My Kind’

    MUMBAI: International dating app OkCupid has launched its first 360-degree campaign in India – ‘Find My Kind’ – a conceptual take that reflects Indian millennials’ changing preference to find ‘my’ kind vs ‘others’ kind. Aimed at an informed generation to whom freedom of choice is non-negotiable, the campaign overturns decades of patriarchal values and rigid gender roles with thoughtfulness and quirk. The integrated campaign, conceptualised and executed by BBH India, highlights the importance of personal agency at a time when Indians are increasingly confident in taking control of their decisions.

    The campaign draws insight from user responses to questions on the app, breaking stereotypes about what relationships mean for Indians today. An overwhelming 92 per cent feel their values vastly differ from their parents’, and a majority of them (79 per cent) do not believe they echo their friends’ preferences either, clearly establishing them as a generation that values what they want, not what others want for them. In fact, 67 per cent would rather find a meaningful relationship in the serendipity of a dating app than have friends or family arrange a set up. Surprisingly, 68 per cent don’t even believe marriage is mandatory for people in love. When it comes to the kind of relationship they want, 72% believe traditional gender roles, such as men being default heads and not househusbands, or women taking care of chores and children or changing names, have no place in their lives. In line with the campaign messaging, 87 per cent users don’t conform to society’s judgements, with 88 per cent saying they would follow their passions over high-paying lucrative jobs. ‘Find My Kind’ builds on these insights to present a relatable message echoing this generation’s need for a meaningful relationship with a like-minded partner who shares their values and celebrates their quirks. The campaign resonates with those for whom a relationship is a choice, not a destination, and the ‘right’ companion is someone who is right for themselves, not determined by society, family or friends.

    The campaign lynchpin is OkCupid’s first TVC in India, directed by ‘Bob’ (Shashank Chaturvedi) of Good Morning Films. The film showcases a man and a woman in their 20s making conscious choices in life as other people’s expectations attempt to interrupt them. The film opens with the woman being introduced to a prospective match in a typical arranged marriage situation – she grabs a samosa, speaks her mind, and gracefully leaves. The man, similarly, dodges a forced setup by his friends. By answering the questions on the app, both protagonists make individualistic choices that do not conform to societal norms, to finally arrive at a crossroad, where they glance at their phones and find each other to choose ‘something real’- a 93 per cent match on OkCupid – and a partner who is on their wavelength – their kind.

    OkCupid India brand manager Shuti Gupta says, “Today’s single Indian is battling “suitable” recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences. At the other end are exploratory dating services that don’t cater to Indian millennials who want a genuine partnership based on shared personal values. OkCupid celebrates people who are expressing their own preferences in this important decision and empowers them to live life on their own terms.”

    OkCupid global CMO Melissa Hobley adds, “At OkCupid, and in this campaign, we celebrate true, authentic connections based on the things that matter to you. Find My Kind, our first-ever brand campaign in India, taps into the desire of single Indians to exercise their right to choose their own partner. Considering that's one of the most significant decisions you'll ever make, we think finding someone who is YOUR kind is of utmost importance! Find My Kind celebrates people who are looking for something real, and won't compromise or adjust to suit other people's expectations.”

    BBH India executive creative director Vasudha Misra said, "Relationships in the world today – they seem to be either for a fluid let's-not-define-things kind or a let's-get-married scenario. The in-betweeners seem to be left to their own devices (sorry for the pun). Enter OkCupid. A place for people to find that person to share something that's more meaningful. A place for people who know themselves and know what they are looking for in a partner. The idea celebrates these people who aren't letting anyone else decide for them – not parents, not society, not even their own inhibitions."

    The TVC covers major national channels with a focus on English entertainment and movie channels. The outdoor and print campaigns are indexed to metro cities – Delhi-NCR, Bengaluru and Mumbai with a quirky, contextual take on Indian matrimonial listings to bring focus on matching over what matters, and highlighting the difference in approach between millennials and their families. To build resonance with the digital generation, OkCupid worked with a variety of social influencers who speak about the relevance of individual choice in their lives. The campaign is being taken on-ground with an all girl comedy tour -OkCupid, My Kind of Funny- focussing on dating, relationships and experiences of millennials growing up in India. Female comedians Urooj Ashfaq, Aishwarya Mohanraj, Supriya Joshi, Niveditha Prakasam, Shreeja Chaturvedi, will take the stage across Mumbai, Bangalore and Delhi, to bring their experiences to life through fun stand up acts.