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Tag: Prasoon Joshi

  • Britannia Good Day sparks a movement of inclusivity on World Smile Day

    Britannia Good Day sparks a movement of inclusivity on World Smile Day

    Mumbai: This World Smile Day, McCann Worldgroup India has partnered with Britannia Good Day, India’s largest cookie brand, to unveil a heartwarming ‘Cleft Cookie’ campaign, celebrating diversity and inclusivity. Known for its iconic cookies adorned with a myriad of smiles, Britannia Good Day has chosen to mark World Smile Day by supporting the smiles of children born with cleft lip and palate.

    Owing to India’s substantial population, the country grapples with one of the highest incidents of cleft births worldwide, with roughly 35,000 children being born with this condition annually. Clefts, which involve a gap in the upper lip and/or the roof of the mouth (palate), are a prevalent birth condition occurring across all socio-economic backgrounds.

    ‘Cleft Cookies’ sees the creation of limited-edition packs, each adorned with a heartwarming cookie featuring a cleft smile semblance, seamlessly joining the diverse range of smiles that already grace the Good Day lineup. Over 6 Crore of these special packs will be made available for two months across Maharashtra and Gujarat, symbolising the brand’s commitment to celebrating smiles of every kind and championing inclusivity.

    The campaign aims to educate people about cleft lip and palate and, more significantly, to spark global recognition of the importance of inclusivity for children with a facial difference. Each limited-edition pack features a QR code, which, when scanned, takes consumers to a site containing informing about cleft conditions GooddaySmiles

    Consumers are also able to donate to Smile Train, the world’s largest cleft-focussed organisation and NGO collaborator with Britannia Good Day. Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. This way, consumers are not merely alerted to the challenges faced by children born with cleft palates, but they are also presented with the means to participate in the profound transformation of lives.

    Britannia Industries Limited chief marketing officer Amit Doshi said, “Britannia Good Day, has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. Today, we mark a monumental milestone by warmly embracing the smiles of children born with cleft conditions on our delectable cookies. This initiative underscores our enduring commitment to inclusivity, making every smile, regardless of its unique form, an integral part of the Good Day family. Through our partnership with Smile Train, we aspire to convey a resounding message of acceptance and unity, inviting all to savour the taste of inclusivity, debunk myths, and stand with us in forging a more inclusive world, where every smile is equally cherished.”

    McCann Worldgroup India CEO and chief creative officer Prasoon Joshi commented, “A smile is a universal symbol of joy. Changing an iconic product to draw attention to vulnerable children born with a cleft palate is a sensitive and valued initiative. The Britannia Good Day Cleft Cookie has brought pride and acceptance to smiles of every kind. We at McCann Worldgroup India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”  

    Smile Train senior vice president & regional director Asia Mamta Carroll expressed her gratitude towards Britannia Good Day. She said, “We are thrilled to partner with Britannia Good Day in launching the ‘cleft cookie campaign’. The iconic Britannia Good Day smile cookies have been a household favourite for decades and adding the cleft smile to bring focus on children with clefts on World Smile Day is a bold gesture, which will generate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts.”

  • Anil Agarwal Foundation’s multimedia drive targets child hunger & malnutrition

    Anil Agarwal Foundation’s multimedia drive targets child hunger & malnutrition

    Mumbai: Anil Agarwal Foundation (AAF), the philanthropic arm of  Vedanta Limited has launched a campaign, to address the pressing issues of hunger and malnutrition. Beginning with a personal note from the Chairman, Mr. Anil Agarwal that was released today in print media, the multi-media campaign will include video and digital assets as well. Commencing in the month of September, also observed as the National Nutrition  Month or ‘Poshan Maah’, the campaign with the tagline ‘Agar Bachpan Se Puchha Khaana  Khaya Toh Desh Ka Kal Banaya’ propagates the need to end child hunger and malnutrition,  to nurture the untapped potential amongst the less privileged. The campaign represents the  Foundation’s dedication to building a better future for children and youth in India by ensuring the proper nourishment required for growth and development.  

    Commenting on the campaign launch, Hindustan Zinc Ltd. director, Vedanta  Ltd and chairperson Priya Agarwal Hebbar said, “Stemming from my father’s personal journey and experiences of hunger in his childhood, and his vision of ensuring food security for each child, the launch of this campaign marks the beginning of a movement that will involve and engage every citizen of India so that together we can give our future generations a fair chance to realize their dreams and take India to even greater heights. It’s our inherent belief that there is potential in every child that needs to be nurtured, not just for their sake but for our country’s future. Through Project Nand Ghar, we are positively impacting  children enrolled in our centers yet there’s a lot that needs to be done to help them realize  their true potential and for that, we must begin with the elimination of hunger and lack of  nutrition.”

    The campaign, designed and executed by McCANN Erickson (India), in its initial phase, strives to spread awareness among citizens to end hunger and malnutrition and provide equal opportunities to our future generation for a better tomorrow. With this launch, the Anil Agarwal  Foundation has also revealed its new logo, inspired by a growing sapling symbolising AAF’s philosophy that there is potential in everyone that should be recognised and nurtured to flower to its maturity.  

    McCann Worldgroup  India and chairman, Asia Pacific CEO & CCO Prasoon Joshi said, “When campaigns are born out of true-life experiences, they are authentic and strike a genuine chord with people. This is one such campaign which genuinely reflects a felt truth and a true connection. It also tries to shake one  out of inertia and move society towards positive action.”

    Sensitivity: Internal (C3)

    AAF through its flagship social impact project Nand Ghar, a collaborative project between  Vedanta and the Government of India is contributing to eliminating hunger and malnutrition across the country. It aims to develop and modernise over 29,000 Anganwadis across the country. It has already developed 5,500 Anganwadis into Nand Ghars so far and is impacting the community, especially children and women at the grassroots through holistic development opportunities. Aligned with the Government of India’s POSHAN Abhiyaan and this year’s  Poshan Maah theme of ‘Suposhit Bharat, Sakshar Bharat, Sashakt Bharat’, Nand Ghar has become a true personification of its vision to support health, education, and empowerment along with addressing nutritional needs of all beneficiaries.

    Nutrition forms one of the core focus areas of the Nand Ghar initiative. Considering that poor nutrition hampers growth among children, having long-lasting consequences on learning and productivity, the project supports this crucial need. Nutrition is also central to the achievement of Sustainable Development Goal Two of Zero Hunger. Nand Ghars have been successful in reducing malnourishment among preschool children and include almost 20 per cent fewer children in Severely Acute Malnourished (SAM) and moderately Acute Malnourished (MAM) categories as compared to the national average.  

    Nand Ghars have consistently demonstrated the ability to transform the lives of communities at the grassroots. Earlier this year, AAF launched a nutrition initiative for preschool children to provide multi-millet nutri bars across Anganwadis including Nand Ghars. These bars, rich in protein, fibre, and antioxidants have not only improved the daily nutrient intake of children,  but also boosted cognitive development, and reduced absenteeism in Anganwadis. 

  • Aaj Tak reintroduces ‘Sahitya Aaj Tak’

    Aaj Tak reintroduces ‘Sahitya Aaj Tak’

    Mumbai: Aaj Tak is reintroducing its well-liked literary program, Sahitya Aaj Tak. The fifth edition of the show will take place at Major Dhyan Chand National Stadium in New Delhi from 18 to 20 November after a three-year break caused by covid.

    Sahitya Aaj Tak is a unique occasion that connects people to the literary and cultural worlds. Aaj Tak conceptualised and created the three-day event, allowing attendees to interact with a wide range of top legendary talent under one roof while directly listening to, watching, and meeting celebrities from the literary, artistic, and cultural worlds. Sahitya Aaj Tak offers free admission.

    One such effort by Aaj Tak to help today’s youth and society better understand and connect with the world of Sahitya is this distinctive festival connecting various streams of Sahitya. The programme will feature authors, academics, composers, musicians, actors, columnists, business executives, poets, and theatre performers whose work has had a lasting impact on audiences.

    Artists will reunite this year on a single stage once more to introduce guests to their ideas, voices, and performances.

    Sahitya Aaj Tak is a forum where one can engage with authors and their works from all over India who have sparked their wanderlust while also challenging their minds with thought-provoking debates. Additionally, the event will include provocative conversations with notable leaders, novelty topics, and other topics. The addition of movie stars will energise an already impressive list of literary luminaries.

    Live performances by B Praak and Asees Kaur will adorn Sahitya Aaj Tak. Names of the other great personalities who will shine on the show’s stage this year are as follows:

    •     Afsana Khan
    •     Bhupender Yadav
    •     Vikram Sampat
    •     Ashwin Sanghi
    •     Chetan Bhagat
    •     Prasoon Joshi
    •     Nasera Sharma
    •     Ashok Vajpeyi
    •     Anamika
    •     Arun Kamal
    •     Nand Kishor Acharya
    •     Naresh Saxena
    •     Leeladhar Jagudi
    •     Surender Mohan Pathak
    •     Rajesh Joshi
    •     Kabir Bedi
    •     Swanand Kirkire
    •     Morari Bapu
    •     Deepti Naval
    •     Kailash Satyarthi
    •     Mridula Garg
    •     Wasim Barelvi
    •     Sheen Kaaf Nizam
    •     Nawaz Deobandi
    •     Mahua Maji
  • I&B minister Anurag Thakur announces sops for shooting of foreign films in India

    I&B minister Anurag Thakur announces sops for shooting of foreign films in India

    MUMBAI: Union Minister for Information and Broadcasting Anurag Thakur on Wednesday inaugurated the India Pavilion at Cannes Film Market ‘Marche du Film’.

    To make the country a favourite destination for foreign films, Thakur also unveiled two schemes to incentivize the shooting of foreign films and foreign co-productions with India. The two schemes viz Incentive Scheme for Audio-Visual Co-production and the Incentive Scheme for Shooting foreign films in India are aimed at unleashing the potential of India’s media and entertainment industry.

    Talking about the aspects of the incentives, the minister said that for official co-productions, international film production companies can claim a reimbursement of up to 30 per cent on qualifying expenditure in India subject to a maximum of Rs 2 crore. Foreign films shooting in India can claim an additional 5 per cent bonus up to a maximum of Rs 50 lakhs (USD 65,000) as additional reimbursement would be granted for employing 15 per cent or more manpower in India.  

    The schemes will provide an impetus to global collaborations with India and attract investment from foreign filmmakers and help promote India as a filming destination, the Minister said.  

    Expounding the deep social roots of Indian cinema Thakur said that creativity, excellence, and innovation in Indian cinema have developed hand in hand with sensitive treatment of subjects of social and national importance. “While reflecting the values, beliefs, and experiences of the Indian people, Indian cinema has also showcased their hopes, dreams and achievements. While being rooted in Indian culture, the Indian film industry has grown to acquire a universal character. And while preserving our age old stories, the India film makers are innovating in their art of storytelling through use of technology”, the Minister added. “Indian cinema is not only the story of a 6000 year old civilisation, not only the story of 1.3 billion tales but also the story of human talent, triumph and the trajectory of New India narrated through your lens,” the Minister remarked.

     “Bharat ka cinema, daurna chahta hai, udna chahta hai Bus rukna nahi chahta”, paraphrasing a dialogue from the movie ‘Yeh Jawani Hai Diwaani’, Thakur said that through the beautiful journey Indian cinema has inspired global film makers and also been inspired by them and 2020s are the best time to make art and films in India.

    Indian cinema is undergoing a paradigm shift, he said and added, “Over the last few years, the streaming revolution has taken the country by storm, and the popularity of digital/ OTT platforms has changed how films are created, distributed and consumed. Consumers of global and Indian cinema have more choice than ever before”.

    Speaking on the strong intent of the government to make India a favourite filming destination, Thakur said, “We have a strong intellectual property regime, and the digital medium now complements the other more established modes of consumption and dissemination such as theatres and movies. This has brought about a democratisation of consumer choice like never before, and our government is intent on preserving this via support to the creative industries.”

    Crediting the film restoration work for its scale, Thakur said that the government has embarked on the world’s largest film restoration project under the National Film Heritage Mission and as part of this drive, 2200 movies across languages and genres will be restored to their former glory.

  • We want to make India a powerhouse of content creation: I&B minister Anurag Thakur

    We want to make India a powerhouse of content creation: I&B minister Anurag Thakur

    Mumbai: Terming India as the world’s largest filmmaker, union minister of information and broadcasting Anurag Thakur said a lot needs to be done to make India a powerhouse of content creation in the world.

    Addressing the closing ceremony of the 52nd edition of the International Film Festival of India on Sunday, the union minister said there was also a need to scale up regional festivals. “We want to make India the post-production hub of the world by leveraging immense tech talent of youth. We want to make India the destination for films and festivals, we want to make India the hub of world cinema, and the most favoured place for storytellers.”

    Thakur said the government is committed to strengthening the National Film Development Council (NFDC). “Through this, you will get the opportunity to make even such films which are doubtful of giving a financial return, we will work together to showcase India’s culture and tradition across the world.”

    The minister also invited the global community to come and shoot films in India. “Please come and shoot films in India. The Film Facilitation Office will facilitate you with all help you need, from one state to another.” Speaking about the upcoming film city in Uttar Pradesh, the minister said that the state is coming up with a 1000-acre film city. “They are just waiting for the right people to come and invest in.”

    Keeping up with the winds of change, the latest edition of IFFI also saw the historic participation of all major OTT platforms such as Netflix, and Amazon Prime through exclusive Masterclasses, content launches and previews, curated film package screenings, and various other on-ground and virtual events. The participation of OTT platforms is set to become a regular feature in future.

    “More than 50 films were screened simultaneously on OTT platforms. 10 Master classes and In-Conversation sessions were organised in collaboration with OTT platforms,” said Thakur. “IFFI has embraced new technologies, platform choices of audiences and has kept pace with changing times. We have also showcased the best films from BRICS nations and we hope that this partnership blossoms further.”

    The 52nd IFFI presented a diverse catalogue of more than 148 foreign films drawn from 73 countries, and witnessed 12 world premieres, seven international premieres, 24 Asia premiers and 74 India premieres. 75 Indian films were screened, 17 of them specially selected under India @75 Section. As many as 10,000 delegates from across the world, including filmmakers, students and cine enthusiasts participated in a hybrid format. There were 234 screenings in which nearly 450 hours of movies were screened. Total hours watched online comes to a whopping 30,000 plus hours.

    Hungarian filmmaker Istevan Szabo and Hollywood filmmaker Martin Scorsese received the coveted Satyajit Ray Lifetime Achievement Award. Noted lyricist Prasoon Joshi and actor Hema Malini were awarded with Indian Film Personality of the Year Award.

    “The next edition of IFFI will be held next year at the same time and place as that of this edition, i.e., during November 20 – 28, 2022 in Goa,” said the union minister.

  • Times Now Navbharat HD all set to launch on 1 Aug

    Times Now Navbharat HD all set to launch on 1 Aug

    Mumbai: Times Network’s Hindi news channel – Times Now Navabharat HD is all set to launch on 1 August.

    With its positioning ‘Ab Badlega Bharat, Banega Navbharat’, the channel will attempt to be the new voice propelling change through an inclusive movement for a new India, and champion a unique brand of action-oriented journalism driven by decisive content, announced the broadcast network on Friday.

    In an attempt to break away from stereotypical news formats, the channel will explore an interactive & innovative news delivery that focuses on issues that directly impact the people and entails an in-depth and conclusive analysis of news through solution-oriented discussions, it added.

    The network had earlier announced that the new channel will be led by anchor Navika Kumar as the editor-in-chief. It will initially be launched with seven prime-time shows hosted by Sushant Sinha, Padmaja Joshi, Ankit Tyagi, and Meenakshi Kandwal. The primetime shows include Rashtravad at 5 pm, Log Tantra at 6 pm, Dhakad Exclusive at 7 pm, Sawal Public Ka at 8 pm, News Ki PaathShala at 9 pm, and Opinion India at 10 pm.

    Commenting on the launch, Times Network, MD and CEO, MK Anand said, “We have dominated the English news category with our flagship brand, Times Now, ever since we came into the space. We are now thrilled to mark our debut into Indian language News with our maiden Hindi news channel. We believe News has the power to transform and create an impact for a better society. With Times Now Navbharat, we are pioneering disruption with a powerful proposition centred on the core promise of bringing news that will drive change, where we follow a Content philosophy that puts Social Impact and not Ratings at the centre. I am confident Times Now Navbharat will contribute to further improve the Hindi News broadcast space which is already served by some of the best Media brands.”

    Marking this landmark launch, the network has planned a mega marketing campaign across Hindi-speaking markets. Conceptualised by McCann Worldgroup India, the channel will unveil its brand film which embodies the channel’s genesis and brand manifesto written by the renowned Prasoon Joshi. A high decibel promotion has been planned across TV, outdoor, print, radio, multiplexes, social media, and leading digital platforms.

    The network’s outdoor promotion spans over 400 sites across 19 cities including Mumbai, Delhi, Lucknow, Patna, Jaipur, Dehradun, Indore, Punjab, Raipur and Varanasi. The network is also set to splash its print ads across leading Hindi & English dailies of the country. 

    Times Now Navbharat has roped in Kent RO System, Century Ply, Radico Khaitan, Vedanta, Medibuddy, Amrita Vishwa Vidyapeetham, Darwin Platform Group of Companies, Mylab Discovery Solutions, Meghdoot Herbal, Kirloskar Brothers to name a few as advertisers.

    Times Now Navbharat will be available across all the leading cable operators, MSOs & DTH platforms.

  • Vedanta celebrates the spirit of social transformation in new campaign

    Vedanta celebrates the spirit of social transformation in new campaign

    Mumbai: Vedanta Limited, a subsidiary of Vedanta Resources Limited, has launched a new campaign through its flagship project, Nand Ghar, focused on key areas of Health, Education, Nutrition, Women Empowerment & Hygiene. The campaign titled #ForABetterKal aptly showcases the essence of Nand Ghar, aiming to bridge the gap between urban and rural India.

    The Nand Ghar project – run under the aegis of the Anil Agarwal Foundation – is transforming the Anganwadi ecosystem in collaboration with the Union Ministry of Women & Child Development, the company said in a statement on Saturday.

    With more than 2,300 Nand Ghars across 11 States, the #ForABetterKal campaign is key to bringing out stories to the world and aid transformation in rural women & children. Nand Ghar aims to transform the lives of seven crore children and two crore women at the grassroots level, it added.

    Shedding more light on the initiative, Vedanta Resources’ director Priya Agarwal Hebbar said, “All women and children deserve equal opportunities. Vedanta Nand Ghars are working towards providing the best nutrition, healthcare, education and skilling for children and women in rural India to help them grow and become self-sufficient. These videos are a testimony to the undying spirit of our frontline workers of Nand Ghar who are fulfilling these dreams through their unwavering determination.”

    The campaign, conceptualised and created by McCann World Group, has unveiled five videos paying tribute to frontline workers of Nand Ghar who are working tirelessly towards the upliftment of communities. These videos will be launched as TVCs across multiple national television channels as well as social media platforms. They will be aired on leading channels supported by digital, outdoor and retail activation plan.  

    Speaking on the idea behind the video campaign, McCann Worldgroup India’s CEO & CCO Prasoon Joshi said,  “A brand carries in itself rivulets of narratives that gradually engage and build a unique relationship. Desh ki Zarooraton ke Liye has already struck a chord with the audience. With the launch of the second phase of this campaign, a new dimension to this relationship will be added.”

  • Nestlé’s new campaign aims to brew energy and positivity

    Nestlé’s new campaign aims to brew energy and positivity

    NEW DELHI: Nestlè India's coffee brand NESCAFÉ has come up with a new campaign called, ‘Karne se hee hona hai,’ for the coffee lovers across the country. The existing environment, with its uncertainties, has shown that life is full of opportunities and surprises for those who wish to find them. NESCAFÉ with its latest campaign aims to encourage people to seize these opportunities and surpass the challenges of the current times with optimism, action and resilience.  

    The brand has always encouraged the youth to dream, act and achieve. With this outlook, during these trying times, NESCAFÉ aims to motivate millennials, broaden the skyline of their imagination and to mentally stimulate them to re-start their lives with renewed focus and energy.  

    Nestlé India director of coffee & beverages Sunayan Mitra said, “The spirit of determination and tenacity forms the essence of this campaign, wherein a mug of NESCAFÉ is an ally, in the journey towards purposeful living, irrespective of the circumstances. The challenges, as a result of the current crisis, are significant. However, it is also a chance for everyone to take a moment and look at the bigger picture, adapt to the new world, and restart lives through conscious action. NESCAFÉ, the purposeful ally, motivates and supports consumers in this endeavour, while they go about restarting their lives in the evolving reality with hope, optimism and positive actions.”

    McCann India CEO and chief creative officer Prasoon Joshi said, “At a time when India is restarting after a prolonged crisis, NESCAFÉ through this campaign speaks of the spirit of purposiveness and resilience. ‘Karne se hee hona hai’ – a phrase that captures the positivity, hope and the optimism of the youth and those who take it upon themselves to be at the forefront to restart, infuse life and purpose into their passion.”

    Created with an upbeat background score, the latest TVC highlights that even though life had seemingly come to a halt with more than 100 days of being inside, we must now get ready to restart it and find newer ways to drive ourselves to achieve our dreams and ambitions.

    The link to the TVC can be accessed here:  https://www.youtube.com/watch?v=hz01uvZK_tY

  • Dettol’s new awareness campaign shot in the work from home model

    Dettol’s new awareness campaign shot in the work from home model

    MUMBAI: Dettol has launched a COVID 19 public service announcement. The advertisement is thoroughly filmed inhouse to drive home a point, in a simple illustrative manner on how a soap keeps germs away, during the lockdown while maintaining all precautions including social distancing. Practicing hand washing for 20 seconds is one of the best preventive measures to avoid the spread of viruses as recommended by WHO.

    In the ongoing battle to contain the spread of COVID-19, every measure will help to prevent its spread, from border controls to social distancing recommendations and even personal hygiene habits. Washing hands with soap has gained even more importance and critical focus as we collectively deal with a pandemic. Doctors, leading health experts and medical associations, the world over, are stressing on the need for hand hygiene.

    Commenting on the launch, RB Health South Asia SVP Gaurav Jain said, “In a difficult environment, Dettol as India's trusted germ protection brand, has a duty to shape the right personal hygiene habits. Handwashing with any soaps is an easily accessible and highly effective method to prevent the spread of germs and virus. Towards this, Prasoon and Mccann India did a great job shooting this innovatively and responsibly – keeping the thought of "social distancing" front and center. I extend my heartfelt thanks to them to be able to get this important message out in this time of need.” 

    Amidst the nationwide lockdown, the advertisement is shot throughout on mobile phones with minimal use of equipment and the cast being family members of the creative team. This output is a collaborative effort of teams within RB, Mccann India. Remarkably, even the post-production of the video was done by an editor and music composer from their respective homes and the grading was done on remote from Poland.

    Commenting on the same McCann Worldgroup CEO and COO  Prasoon Joshi said, “We are living in testing times, on one hand we have to make sure we strictly adhere to the guideline of staying at home at same time we need to find innovative ways of contributing from home, this is an example of the same.”

    Link of TVC:  https://youtu.be/R6tHdgHlMFs

  • Vedanta unveils TVC #KabhiSochaHaiKya

    Vedanta unveils TVC #KabhiSochaHaiKya

    MUMBAI: Vedanta Ltd, one of the world’s leading petroleum and metals company, has unveiled its first TVC themed #KabhiSochaHaiKya which is designed to create awareness with the audiences on the importance of metals in our day-to-day lives. Saluting miners for their invaluable contribution, the new TVC gets us thinking as to where all the important things that we use in our daily lives have come from.

    The TVC is part of Vedanta’s larger brand campaign titled ‘Desh Ki Zarooraton Ke Liye’. The company is launching the TVC across multiple national television channels as well as multiplexes. This will be aired on leading channels supported by digital, outdoor and retail activation plan. The company plans to roll out a total of 5 TVCs over the next few months

    Vedanta Resources Chairman Anil Agarwal said, “Can we enjoy life’s good things without mother earth’s blessings? Metals such as iron, steel, zinc, copper, silver, etc. have become a part of our lives, but humne Kabhi Socha Hai Kya (have we ever thought about) where do these metals come from? Our entire campaign revolves around these questions as we salute the miners who toil hard, day in and day out, to make these metals available to us from our very own mother earth in an environmentally sustainable manner. #SahiSochBadaleZindagi”.

    McCann World group  CEO Prasoon Joshi said “This is a very unique campaign. Our team has brought out the message in the most creative and innovative manner possible. We indeed need to appreciate the good things that we are privileged to have in our life and thank mother earth.”

    The film uses a kid’s curiosity to drive home the key messaging. It runs into a journey where the commercial moves into answering the question raised by the child, “where does the nib of a pen come from?” It explains the fact that the nib of a pen comes from steel, which comes from iron and which, in turn, comes from Mother Earth, and this is where all good things that we use in our daily lives come from.

    Speaking on the company’s new thematic rendition, Roma Balwani, the company’s director, communications and brand, says: “Vedanta is committed to Desh Ki Zarooraton Ke Liye and our vision is to make India self-sufficient by harnessing her true potential with respect to natural resources in the most responsible way.”

    “Desh Ki Zarooraton Ke Liye is the thematic rendition of Vedanta’s brand campaign, which is aimed at creating awareness through this powerful visual narrative with respect to natural resources that facilitates everyday needs in life and acknowledges the contribution of the miners who are responsible for mining in a sustainable manner,” she adds.

    This brand campaign is a reflection and a tribute the natural resources industry pays to the miners for their invaluable contribution towards our country’s progress