Mumbai : In a heartwarming collaboration between Medimix and the power of moment marketing, a viral video posted by Instagram creator Mangal, with 1,500 followers, captured the essence of innocence and laughter, garnering attention from thousands worldwide.
Mangal’s reel, shared in early January featured a charming prank he played on his niece. He offered her what seemed like a tasty chocolate bar, only to reveal it was actually a Medimix soap. Her adorable reaction, a mix of surprise and realisation, became an internet sensation.
The video received 195,274 likes, 2,181 comments, and 287,000 shares, catching Medimix’s attention.This sparked a heartwarming series of events that spread joy and smiles.
Medimix and Schbang seized the moment by engaging with Mangal’s reel, playfully offering to send chocolates to his niece. This gesture showcased their humor and commitment to spreading joy. They then reached out to Mangal directly to collaborate on a reaction video, which he eagerly accepted.
True to their word, Medimix swiftly dispatched a hamper filled with delectable chocolates and thoughtful goodies to Mangal’s niece. On receiving the hamper, Mangal took to social media (again) to share his gratitude with the team and his viewers!
In response, team Medimix expressed their happiness in contributing to such a heartwarming moment. Their comment, ” Aapke video ne lakhon ka din banaya, hope humare gift ne aapka din bana diya “, reflects their dedication to spreading happiness.
Schbang Sr manager group brand solutions Anshul Khandelwal, expressed, “These are the ‘moments’ we (literally) we live for. What’s better than ensuring that we can be enablers of spreading smiles through the magic of social media. Kudos to the teams for making this happen, right on time”.
Medimix continues to embrace moments of joy, reminding us that sometimes, the most delightful surprises come from unexpected places.
Schbang, established in 2015, is a creative, media, technology transformation company with offices across Mumbai, Bangalore, Delhi-NCR, London, UK, Amsterdam and Stockholm. With a team of more than 1000 members, it delivers growth-driven end-to-end solutions across creative development, strategic advisory, film production, web, design, content, data science, and media planning & buying verticals. It is also a valued Google premier partner, Adobe, Hubspot, MoEngage, Shopify, ONDC, and Zoho premium partner.
It has featured as a LinkedIn top 25 start-up in 2018 and 2021 and on the Financial Times’ 450 high growth companies in the Asia Pacific List. In the last few years. Schbang has created some exciting and award-winning digital work for brands like Jio, Britannia, Fevicol, Ashok Leyland, Garnier, Cipla, Finolex Pipes, Crompton, Philips, Kaya Skin Clinic, London Dairy, Johnson & Johnson Baby, Mattel, ASUS, Kotak811 and many more brands.
Mumbai: IIFL Home Finance Ltd., digital-first home finance company unveils its latest film, capturing the essence of trust and support that the audience can place in the brand. This epitomises the brand’s commitment, presence and unwavering support to turn dreams into reality by fulfilling the dream of home ownership and also the business loan requirements of their audiences.
Schbang, a creative, media, technology transformation company collaborates as the creative partner for the film. Together with IIFL Home Finance Ltd., they are set to launch the film centered on the key theme of “Saath Honge Kaamyaab” in languages across India.
The film revolves around the theme of trust, featuring Bharosa Bhau played by the veteran actor Pawan Malhotra, a trusted figure symbolising reliability in relationships. His recall as the face of reason is exceptionally high, resonating with those seeking trust within their circle.
Bharosa Bhau emerges as the ultimate arbiter of trust, offering reassurance and affirmation. The narrative seamlessly transitions to Bharosa Bhau placing his trust in IIFL Home Finance Ltd., delivering a powerful message about the reliability and credibility of the brand when it comes to fulfilling the dream of home ownership and business loan requirements.
IIFL Home Finance Ltd head, marketing, ESG and CSR Madhvi Gupta expressed her enthusiasm on the launch stating, “We believe in transforming dreams of our customers into reality by supporting them in their journey of home ownership and business needs. Our film ‘Saath Honge Kaamyaab’ captures the essence of trust and support, reinforcing that with IIFL Home Finance Ltd., you are not alone in the journey towards pursuing your dreams and can place your trust in the brand.”
Manish Kinger Schbang executive creative director Manish Kinger said, “Our intent with ‘Saath Honge Kamyaab’ is to solidify the aura of trust around the brand. It was imperative to deliver on this objective with a packaging that is consumer-first. Which is why we chose humor over emotion as our language of communication. The creation of Bharosa Bhau was the first step in that direction – a brand champion that is relatable, witty and memorable. With this quirky film, we are looking to inject comic relief in the otherwise serious category and reinstate friend-like trust on the brand, in the process.
Pawan Malhotra sharing his experience on playing the lead role in the film ‘Saath Honge Kaamyaab’ said, “Portraying the role in ‘Saath Honge Kaamyaab’ has been an enriching experience. The film’s narrative, centered around trust, resonated with me deeply. It beautifully captures the essence of reliability in various life situations. Being associated with IIFL Home Finance Ltd. and this inspiring project has been a privilege, and I believe the audience will connect with the powerful message it delivers.”
The overarching concept underscores the idea that trust is foundational, and the one you trust (Bharosa Bhau) chooses to place his trust in IIFL Home Finance Ltd.
Mumbai: Britannia’s beverage brand Winkin’ Cow is adding a splash of joy to this year’s Pongal celebration with a delightful campaign designed to infuse the traditional harvest festival with a modern twist with its all-new Winkin’ Cow AR filter! In the hustle-bustle of urban life, the traditional charm of celebrating Pongal with family has slowly faded away. While the familiar clay pots may have given way to stainless steel, the joyous overflow of milk signifying abundance, though rare, still holds a special place. The age-old chant of ‘Pongal O Pongal’ still echoes in our hearts.
Conceptualised and executed by Britannia Winkin’ Cow and Schbang, the innovative #WinkinBackTraditions campaign recaptures the magic of traditional Pongal experience. This campaign introduces an immersive AR filter which brings alive cultural rituals in a modern setting.
The AR filter is a virtual experience of Pongal celebrations. When pointed at a flat surface, it brings alive a pot of milk boiling over on users’ phones. Users are invited to utter the festive phrase, ‘Winkin’ Pongal O Pongal,’ simultaneously harping on the significance of Mattu Pongal. The brand mascot Winkin’ takes center stage in this immersive Pongal setup.
The AR filter seamlessly transitions from the mascot’s close-up to its familiar position on the product. As the filter ends, Britannia Winkin’ Cow extends warm and cheery Pongal wishes to the audience.
Speaking about the campaign, Britannia Dairy Industries chief business officer Abhishek Sinha said, “In the dynamic landscape of Tamil Nadu’s market, Winkin’ Cow has become synonymous with thick shakes and consumer love. Pongal, being a cultural cornerstone, is an opportune moment for us to showcase how technology meets traditions. With our AR Filter and the #WinkinBackTraditions campaign, Britannia Winkin’ Cow is re-affirming its dedication to preserving and enriching the diverse roots of our culture.”
Schbang group brand solutions manager Vrinda Bajaj said, “In a market where Britannia Winkin’ Cow has received overwhelming love, our aim was to reciprocate by offering consumers an immersive experience that sparks nostalgia and redefines Pongal celebrations in the Urban era. Through the seamless blend of technology and creativity, we’ve enabled the urban audience to relive the charm of Pongal in a way that resonates with today’s tech-savvy generation. This campaign is not just a celebration; it’s a curated fusion of tradition and innovation, bringing Pongal to the audiences’ fingertips like never before!”
As an extension to the campaign, renowned Tamil Nadu-based influencers like Mani Megalai and Deepika Venkatachalam share their personal Pongal experiences, encouraging their followers to use and interact with the AR filter.
Britannia’s beverage brand Winkin’ Cow, launched in 2018 as a thick shake beverage brand, achieved an impressive Rs 100 cr revenue in FY22, showcasing substantial growth within its initial three years. The brand offers a delectable assortment of thick shakes, lassi, and cold coffee.
Mumbai: Dussehra, a festival that signifies the eternal triumph of good over evil, holds great cultural and spiritual significance. To underscore the importance of this festival and the symbolic act of burning the effigy of Ravana, which represents the end of negativity, ShareChat has launched a new campaign – ‘Karo Bure Trends ka Dahan’ aligning with these values. The campaign is dedicated to vanquishing negative trends in the digital world, mirroring the festival’s spirit of conquering darkness with light.
India’s largest homegrown social media platform, ShareChat, under this campaign, is dedicated to fostering a safer and more positive online environment by extinguishing the detrimental trends that have taken root. A CGI-enabled film has been launched to visualise this effort. ShareChat has taken a proactive stance to combat negative trends such as trolling, the proliferation of misinformation, cyberbullying, hate speech, and doxing, aiming to create a more wholesome digital space.
The film shines a spotlight on adverse digital trends, including celebrities enduring performance-related trolling, body shaming, and the dissemination of misleading headlines. These troubling elements are creatively combined to make a Ravana effigy, which is then burned to symbolize the triumph over ‘Bure trends’ or the bad trends. In a community-driven effort, ShareChat initiated a crowdsourcing campaign, engaging its users in the mission to combat these detrimental trends. Users were invited to share their insights and experiences through in-app surveys, interactive quizzes, and polls, paving the way for the emergence of ‘Khushiyon se Bhare Trends’ – positive trends that spread joy and positivity.
Following the video launch, ShareChat users have the opportunity to explore a variety of heartfelt greetings and warm wishes. They can delve into the significance and rituals of Shastra Puja during Dussehra, immerse themselves in mythological tales, and witness an epic Ramleela. Additionally, users can enjoy Dussehra Live events on the platform, discover remarkable artwork, and find delightful special recipes within the ShareChat app.
Talking more about the video, ShareChat and Moj head of consumer marketing, Mousumi Mishra, said “As we celebrate Dussehra, ShareChat is proud to bring you a campaign that beautifully marries the age-old tradition of burning evil with the dynamic world of modern storytelling. Our ‘Bure Trends ka Dahan’ campaign is a testament to the enduring power of storytelling, where we use the symbolism of the festival to ignite positive change in the digital space. In this fusion of cultural nuance and innovation, we aim to inspire people to rise above negativity and light the way towards a brighter digital future.”
Schbang brand solutions lead Amrita Gupta said, “Social media is really a powerful place and there’s no platform better known for its regional content. As the festival season unfolds, we for ShareChat wanted to celebrate the spirit of good over evil by taking a stance to reduce negativity prevailing on social media. In this campaign, we have used AI capabilities to build a narrative that brings out a positive change in the way we connect & engage with one another.”
Schbang design lead Tanveer Jadhav said, “The recent CGI trends have been super cool to look at, but we wanted to use CGI to promote Sharechat’s vision. With creative prowess witness a stunning CGI Raavan engulfed in flames, eradicating negative trends. Our campaign promises a fusion of tradition and innovation, an unmissable celebration of transformation this festive season.”
Mumbai: Himalayan, premium brand from the House of Tata Consumer Products Ltd (TCPL) had announced its entry into the premium Kashmiri Saffron segment thereby strengthening its provenance credentials. The brand has now taken its signature source inspired storytelling style to showcase its latest Kashmiri Saffron offering. The campaign conceptualised by Schbang weaves the brand promise of providing 100% pure Kashmiri Saffron in an elegant packaging wherein each pack comes with a QR code. Scanning the QR Code, consumers can see the quality and purity certificate of their pack given the trust deficit in the category due to adulteration alarms on saffron sold in India.
The new advert beautifully captures the essence of Kashmir and weaves the brand proposition in a heart-touching story with a lady wandering through the picturesque hills of Kashmir, serenaded by the melody of local folk tunes by a lakeside. She shares a moment with a young Kashmiri girl who vanishes, leaving behind a precious saffron flower. Continuing her journey, she encounters the same girl at the end of a lane, who silently beckons her to follow. The lady follows her to a breathtaking saffron field in full bloom. There, she picks another saffron flower and places it in a box that later transforms into vibrant red Kashmiri saffron strands adorned with saffron flower motifs.
The ad also throws light on the rampant adulteration in the saffron industry leading to trust deficit issues in the category. Himalayan known from it’s purity and quality credentials is offering consumers a first of its kind experience within the saffron category of sharing with consumers the quality and purity report of their pack. Commenting on the new brand film, NourishCo Beverages Ltd MD Vikram Grover said, “Himalayan Saffron is more than just a product; it’s a testament to our unwavering commitment to authenticity and quality. We embarked on this journey with a vision to bring the mystique of Kashmir to your plate, ensuring that every strand of saffron is a reflection of the land it originates from. With each pack, we aim to share the rich heritage and culture of Kashmir, where the saffron blooms with unmatched purity. Himalayan Saffron represents a bridge between our brand’s ethos of premium, affinity for nature, and the enchanting world of saffron. It’s a way to transport consumers to the heart of Kashmir and allow them to experience the magic of this Grade 1 certified, 100% pure Kashmiri saffron, a spice that carries with it centuries of tradition and excellence.”
Schbang founder Harshil Karia added, “At Schbang, we’ve harnessed the power of storytelling under creative leadership of Manish Kinger to bring the journey of Himalayan Saffron to life. It’s a tale of purity and passion that resonates with the soul of Kashmir, and we’re thrilled to share it.”
With this new offering, Himalayan Saffron has brought alive the provenance story like never before. In addition to the Quality and Purity reports, consumers can experience Kashmir by scanning the QR code on the pack and learn more about Saffron through ChatGPT integration and also there is a section on recipes and how to test adulteration of saffron at home.
Himalayan Saffron is available in 2 SKU’s 1 g and 0.5 g on leading e-commerce channels and premium retail outlets in top cities.
Mumbai: A milkshake is not just a drink. It’s a sensory feast, a swirling orchestra of textures, tastes and aromas culminating in an experience that’s nothing short of wondrous. This is the premise of Britannia Winkin’ Cow’s campaign and communication line #SipTheWow for their premium range, ‘Rich Shakes.’
Debuting under the hashtag #SipTheWow, the campaign serves up a trio of visually stunning, 10-second ASMR films that invite you not just to see or hear but to feel the Rich Shakes experience. A sensory delight awaits as each film celebrates the romance between the product and its ingredients.
In ‘Almond Salted Caramel’, the almond is no mere spectator. It’s the belle of the ball, commanding your attention as it takes a caramel bath amidst a creamy milk backdrop, spinning a delectable allure tale. The enticing soundscape, peppered with ASMR cues, draws you in, offering an auditory taste of the tantalising blend that is the Almond Salted Caramel Rich Shake.
The ‘Cafe Frappe’ film reimagines the concept of a cafe frappe, as two coffee beans collide in a moment of sheer serendipity. This film isn’t just a visual representation; it’s a powerful evocation of that first sip of coffee, potent and refreshing, perfectly encapsulating the sensory explosion of our Cafe Frappe Rich Shake.
Meanwhile, ‘Intense Chocolate’ speaks to the chocolate lovers in all of us. A piece of chocolate breaks open, and in rushes a gush of milk, presenting a symphony of flavours that form the Intense Chocolate shake. It’s a sonic and visual treat designed to resonate with every viewer who yearns for that perfect chocolate indulgence.
The magic of these films lies not just in their alluring visuals but in the teasing anticipation they induce. They gently tug at your curiosity, promising an experience beyond the ordinary, which is the core ethos of our Rich Shakes. Britannia Winkin’ Cow wants you not just to sip a shake but to #SipTheWow!
These films, bursting with creativity, have been brought to life in collaboration with Schbang, the creative, media, and technology transformation company. From ideation to execution, they have breathed life into our vision, creating a captivating narrative that does more than just showcase our product – it takes you on a sensory journey.
Speaking about the campaign, Britannia Dairy Business chief business officer Abhishek Sinha said, “We are thrilled to unveil the latest sensation from Britannia Winkin’ Cow, Rich Shakes! The overwhelming love and positive feedback we’ve received from consumers is truly heartwarming.”
He further added, “Our trio of immersive 10-second films takes you on an unforgettable journey of flavours, textures, and aromas, celebrating the perfect fusion of the ingredients with the product itself. Rich Shakes are not just beverages; they are an extraordinary sensory feast that delights all your senses. Join us in embracing the magic of Rich Shakes and #SipTheWow!”
Schbang vice president Shrishti Jagirdar said, “In a time when people’s attention spans are getting shorter and shorter, we made engrossing 10-seconders for Britannia Winkin’ Cow Rich Shakes—an immersive experience unlike any other. Each movie combines artistic talent and ASMR noises to excite the senses. From the very beginning, viewers are taken to a realm where temptation, taste, and texture mix to create a singular sensory experience. In order to highlight this, we adopted the “what’s inside the bottle” strategy to show that it’s not just a rich milkshake but also an experience that cannot be contained within a bottle.”
Mumbai: On International Coffee Day, Britannia, one of India’s most loved food & beverage brands, ventured into the metaverse with the grand launch of ‘Britannia Coffeeverse’. This innovative digital odyssey, crafted by the creative team at Schbang, is set to redefine the virtual reality consumption experience by seamlessly integrating Britannia’s premium products, including Britannia Biscafe, Britannia Treat Croissant, Britannia Winkin’ Cow, Britannia Fudge It Brownie, and Britannia Good Day Chunkies.
As a brand, Britannia actively explores unique & engaging ways to connect with the younger generation. Today’s youth is attracted to phygital experiences, and that is one of the key reasons behind Britannia’s entry into the Metaverse. The Britannia Coffeeverse aims to provide the youth with a fresh and engaging experience, thereby encouraging their active participation in this digital realm.
Britannia Coffeeverse extends a warm invitation to coffee enthusiasts and adventurers to embark on a thrilling journey that spans five virtual coffee realms, all from the comfort of their screens. From the enchanting cafes of Italy to the bustling streets of New York, the aromatic landscapes of Vietnam, and the timeless traditions of Turkey, alongside an exploration of the captivating BiscafeLand, this metaverse adventure promises a sensory symphony like no other.
The Britannia Coffee Run – A Virtual Reality Treasure Hunt
As a part of the launch, Britannia presents the Britannia Coffee Run, an innovative virtual reality treasure hunt where participants decode clues to unearth hidden Britannia treasures within virtual landscapes inspired by four distinct coffee cultures. The art of solving challenges and unveiling hidden surprises allows participants exclusive rewards and hampers in the real world, elevating their engagement and excitement. But the excitement doesn’t end there – the first 1000 participants stand a chance to win fantastic vouchers, adding an extra layer of thrill to this exhilarating experience. Participants indulge in a delightful fusion of Britannia’s products that complement the coffee experience, creating an unforgettable coffee journey.
The Britannia Coffeeverse Experience
Participants are seamlessly transported into the heart of Britannia Coffeeverse with a single click. Upon arrival, they are invited to select their avatars, which lead them to the Coffeeverse Lounge, where they are greeted warmly by Rob, their guide and guardian throughout this extraordinary adventure. Participants follow a trail of intriguing clues on their journey through the diverse coffee worlds, each holding surprises of its own. As they successfully complete the coffee run, participants are redirected to a dedicated landing page. After providing their basic user details, they unlock their hard-earned rewards, intensifying the satisfaction of this exceptional voyage.
Britannia Industries Limited chief marketing officer Amit Doshi said, “Coffee as a beverage has been enjoying a growing fascination, especially amongst the youth nowadays. They love to consume ‘Phygital’ experiences, be it hanging out in cafes or dwelling in digital experiences on their personal devices. At Britannia, we are glad to offer our consumers across the country, a plethora of coffee accompaniments ranging from the Treat Croissant to Fudge It Brownie, Good Day Chunkies, Biscafe, a coffee based cracker to the thick Winkin’ Cow Cold Coffee. We wanted to extend these delectable treats in the form of a premium digital café experience for these coffee, virtual reality enthusiasts. This insight led us to launching the Britannia Coffeeverse, a global coffee adventure that enhances the experience of five premium products from our portfolio, in turn, creating a truly indulgent and unforgettable journey for today’s consumers. I’m thrilled to witness the convergence of technology, taste, and tradition in this metaverse adventure.”
He added, “Britannia is at the forefront of innovation, constantly pushing boundaries to create unforgettable experiences for our customers. Britannia Coffeeverse is a testament to our commitment to offering more than just products; it’s about delivering immersive and unique adventures that resonate with our audience’s passion for coffee and snacking exploration. This International Coffee Day, we look forward to sharing this thrilling experience with everyone as we continue to redefine the way the world savours coffee.”
Schbang founder and MD Harshil Karia said, “It all started with the Britannia team and Schbang connecting the dots around how many products Britannia actually has that deliver a café like experience – the number pleasantly surprised us. We then thought about how we can create a unique experience that unites lovers of coffee – this Coffeeverse seemed like the right fit. And the experience is a wonderful one that we’d love for everyone to try. Right from the CGI ads to the already rave reviews we’re getting from gamers, we’re really happy with the output and Schbang is proud to be at the forefront of this exciting journey with Britannia.” I’d really like to especially thank ArtMeTech- our partners in the build out of this Coffeeverse.”
Mumbai: Raksha Bandhan, the celebration of the endearing bond between siblings, takes a humorous spin this year. Dabur Amla, in a strategic collaboration with Schbang, the creative, media, and technology transformation company, unveils an exhilarating event that delves deep into the playful heart of sibling relationships.
Comedians Raunaq Rajani and Ankita Shrivastav lead the charge, representing the “Bhai Gang” and “Sister Squad” respectively. Through their comedic roasts, they uncover and jest about the delightful intricacies that mark every sibling relationship. From friendly banter to hilarious revelations, the roast promises waves of laughter and nods of recognition.
Regarding this innovative initiative, Dabur Amla head of marketing – hair care Ankur Kumar commented, “This Raksha Bandhan, we wanted to do something beyond the conventional. Siblings share a relationship that’s filled with playful banter. Through this campaign, we not only celebrate that bond but also the deeper emotional connection beneath the surface that highlights stronger roots. Being Jadon se mazboot is something that Dabur Amla stands for, and this is what is being reinstated through this salt and sweet banter.”
The event promises a visual and comedic treat. Adding to the fun, there are eager siblings from the audience, each resonating with the roast and cheering for their respective side.
Schbang executive vice president Rohan Hukeri shares his thoughts, “Collaborating with Dabur Amla for this unique Raksha Bandhan event was an exciting journey. We wanted to capture the essence of sibling relationships in a way that’s both relatable and refreshing. The sibling relationship is extremely dynamic & they are often being called the ‘Frenemies’. While there are regular banters between the siblings, the bedrock of the relationship is the stronger bond & understanding nature between the two. I believe the format of our roast taps into exactly that.”
As the comedians take audiences on a rollercoaster of emotions, the event wraps up on a poignant note, with Dabur Amla urging siblings to indulge in a ‘Dabur Amla Champi’ session. An ode to the deep-rooted #JadonSeMazboot bond, it’s a moment for reflection, rejuvenation, and reconnection.
This Raksha Bandhan, Dabur Amla and Schbang extend an invitation to relive, laugh, and celebrate the indomitable spirit of siblinghood.
Mumbai: Child trafficking, though a disturbing reality, has hardly any takers as a subject of concern. Or even if it does, it isn’t as significant in the pie as much as women’s rights or matters of DEI at the workplace. In an evocative short film put together in tandem with Schbang, Mukul Madhav Foundation (MMF) seeks to give missing children a voice, narrating the tragic tales of children who lose their childhood due to child trafficking.
The film uniquely captures the essence of childhood innocence through the lens of a cherished soft toy, Balloo the teddy bear, which is a witness to the trauma faced by his best friend, Bittu. Balloo’s presence throughout the narrative mirrors the stark reality of countless children whose voices are stifled and their dreams shattered.
Bittu and Balloo’s story is more than just a film; it’s a public service announcement (PSA) call to action. It serves as a potent reminder of the thousands of Indian children whose potential remains unfulfilled. Through this film, MMF prompts us to remember and act for those fighting for their freedom.
Mukul Madhav Foundation (MMF), the CSR partner of Finolex Industries Ltd., is a registered charitable trust under the Bombay Charitable Act 1950. It has dedicated itself to uplifting underprivileged and vulnerable communities with opportunities that pave their path to success.
Indiantelevision.com spoke to Finolex Industries Ltd. vice president & head – marketing & communications Ashok Jaiswar, Schbang group creative manager Rishabh Pande, and Schbang for Good associate vice president Varsha Rohani about the creative thought behind the film, about MMF’s efforts on various issues, the research in putting this film together, and more.
Edited excerpts:
On touching upon the child trafficking issue
Jaiswar: Mukul Madhav Foundation, as an NGO, works on multiple causes across all 17 different UN Sustainable Development Goals (SDGs) right from healthcare to education to child rights, women empowerment, and more. And every single cause that we choose to work on is extremely close to our hearts. In the past MMF has also worked on raising awareness on various sensitive causes. This particular time, we wanted to work towards raising awareness about child trafficking because it often hides in plain sight. To the extent that we are almost desensitised to it, we see a 6-year-old innocent child begging on the streets and we barely question it twice.
Our work towards rescuing and rehabilitating children has made us understand the importance of citizen awareness and action.
On the brief given to Schbang for the film
Jaiswar: We have been working with Schbang for the past 7 years now, and they are just as aware of our initiatives, the impact, our reasons to believe, and our vision. Our brief for them was simple, we need to move people and touch their hearts. At no point do we want to go down the route of dramatizing the plight of the victims. We have a responsibility towards them and we didn’t want to sensationalise the cause in any way. The brief was to be gentle yet firm with the messaging. And the juxtaposition of a toy’s innocence against the harsh realities of child trafficking does that beautifully.
On the creative thought behind the campaign
Pande: If you look at the data, trafficking in India is a strikingly harsh reality. But that’s really it. The fact is that this reality is still in the data. This reality has not intersected with ours because it’s a conversation that unfortunately has not risen to the surface. No one is talking about it. And that was always the intent of the idea. To talk about it.
And because the topic would have been extremely new to people, it can also be extremely triggering. And that is why we had to approach this from a very sensitive lens. Hence the decision to tell the story through the lens of someone who is probably as aware of the reality as us, a soft toy that has been accidentally trafficked with the child. This creative device also allowed us to tell the story sensitively and without a lot of visual triggers. The idea was to tell half the story that Baloo could see and let the smart viewers complete the rest of it in their heads.
On the kind of insights & research helped in putting this film together
Pande & Rohani: There was a fair bit of research that we had to do, and interestingly enough a lot of this happened when we believed we already had the idea. While the data on trafficking was a good starting point, we had to make sure that a lot of the stuff we were writing about was being validated by research and wasn’t just a pre-existing notion or belief. Questions around where trafficking takes place, what the age group of the children that are victims of trafficking is, and what we can even achieve with this idea. All this needed a lot of finding, discussing, and changing.
On the media mix planned for this campaign
Jaiswar: We believe in the strength of this message and the simplicity of the film and we know that it will and has also already traveled far organically. We want to focus our efforts and resources on increasing the digital footprint of the film and are purely focusing on digital promotions to amplify this.
On the kind of response received for your efforts on child trafficking
Jaiswar: We have been supporting victims of child trafficking by collaborating with NGOs and initiatives that rescue and rehabilitate children. For causes such as this, our focus is on vertical efforts so we go deeper instead of going wider. Rescue operations are rather challenging and that’s just the tip of the iceberg. A lot of work also goes towards the rehabilitation of each child. Being exposed to such harsh realities at a tender age leaves an almost indelible mark on their minds.
On Schbang’s involvement in cause marketing
Rohani: Schbang has a dedicated team for cause marketing called Schbang for Good. Since the last three years, the team has exponentially grown and is serving some of the leading CSR brands in the country. We have been supporting these brands with a variety of services, right from fundraising to brand-building and social & behavior change campaigns. In our experience, the make or break for working on such campaigns and brands boil down to intent. The creative device, the strategies, and everything else in between can be figured. We have intentionally, always chosen to work with brands who have the same values as ours. Brands that put people first, care about representation but don’t stop at just that, they also always back these intentions and representations with the right actions to move the needle. Our fundraising campaigns have led to raising millions for many causes, our Diversity & Inclusion campaign has led to workplace policy changes and our awareness campaigns always touch hearts and leave an impact on people.
It’s been extremely gratifying and rewarding for the team to support India’s growth journey by supporting the brands that are working for the most marginalized communities in India.
On the difference between working for a social cause and brand marketing
Pande: While some of the principles of storytelling never change, there’s a lot more caution that one needs to take when writing for a cause. We think and rethink every line we write, and every visual we decide to write because writing for a cause as sensitive as trafficking comes with a great responsibility. There are many nuances, many intersectionalities and we should be ready to put in the work to understand those.
I also feel that when writing for social causes, you need to access a very different part of you and that process can take time.
On some of the other topics that MMF would like to touch upon in the future
Jaiswar: We work with a single goal of empowering people with dignity and opportunities. The causes can change, and so can our ways of amplifying them but our goal is clear. We have a lot lined up for the year, hopefully, just like Balloo & Bittu, others will also touch many hearts and create a deep impact.
Mumbai: With talents across Mumbai, Delhi, Bangalore, and now London, UK, Schbang continues to strengthen its senior leadership. The company ropes in Jennifer Chhor as vice president of integrated solutions. She will help grow the digital media and marketing business at Schbang’s headquarters in Mumbai.
Chhor joins from Tata Consumer Products, where she was the associate director of digital media and marketing. She led digital media and social marketing across all business units at Tata Consumer Products and worked on Tata Tea’s debut in the metaverse.
She brings over 11 years of experience in the digital marketing industry, having worked with brands like Maybelline New York, Ariel, Godrej Aer, Cadbury Bournvita, and BBlunt.
Previously, Chhor was leading marketing and media at Godrej Consumer Products Ltd where she led the digital business for brands across the African continent along with other brands in the Indian portfolio. She also handled the e-commerce business for BBLUNT with multiple channels, like Nykaa and Amazon, and set up direct-to-consumer (D2C) as well.
At Schbang, Chhor will be reporting to Schbang co-founder and CEO Akshay Gurnani. She will focus on growing the digital media and marketing business at the Mumbai headquarters while setting up a stronger base in the personal care and beauty sector for the company.
Chhor said, “Being a part of the core team at Schbang is a great feeling. The knowledge gained from my past experience paired with the agility that digital has to offer will make for a very exciting journey ahead. I see this as a great opportunity to do fruitful and fulfilling work that will deliver brand growth and nurture our work culture amongst the teams and future Schbangers.”
Commenting on her appointment, Gurnani said, “Jenny comes with the perfect blend of creative-meets-media through all the knowledge she has gained across her past agency and brand experiences. Having led the digital transformation for some of the top D2C and CPG brands across Godrej and Tata Consumer Products, I am confident she will add immense value to the brands she will be working on at Schbang. Having worked with her in the past on numerous occasions, I am thrilled to welcome her to the Schbang family and create some impactful work for our clients.”
