Inspiring Film Shot in Inspiring Circumstances for Mamaearth Post Lockdown in June 2020

On the 12th and 13th of June, Mamaearth completed its first marketing campaign shoot post the COVID-19 lockdown. One of the very few proper campaign shoots that have managed to take place since the lockdown, this shoot is a great example of how we are slowly coming back to normalcy, albeit with precautions. 

With the end of the lockdown, a new phase in the COVID-19 pandemic is upon us. The virus still lurks but restaurants and malls are reopening with safety precautions in place, people are venturing out of their homes with masks and hand sanitizers. This new phase has brought a sense of optimism in people and businesses alike. While businesses are opening up in different ways and in differing speeds, brands like Mamaearth are showing us the way forward in what will be the new normal for the marketing and advertising industry. 

With the launch of their new “Goodness Inside” campaign, Mamaearth has set an example of how brands can navigate this difficult environment and still produce purposeful content for their consumers. As soon as the lockdown ended, they went ahead with the shooting of the “Goodness Inside” film. Conceptualised by Korra Worldwide and shot by Flying Boots Production by Nitesh Gulaniya, the shoot was completed over a period of 2 days with a 40-member crew and multiple actors including a dog and a baby! The film has become an exemplary instance of how a full-fledged production can take place while complying with the Government regulations completely. 

Since its inception in 2016, Mamaearth has stood by the promise of honesty and goodness in everything they do. Through this campaign, they want to extend the thought of “goodness is a choice” and “goodness inside” to its millennial consumers. It is a digital and social media led campaign with the key message that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices Mamaearth has made. Mamaearth products are made from the best of nature, and have no toxins, no harmful chemicals, no animal testing, no plastic impact.

The main video of 1-minute shows multiple situations where people can make good choices in their daily lives to make the world a little better. And with each little choice, we head towards a much better future. This video will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand.

While there were certain challenges in terms of limited number of crew members and the requirement of a much bigger shoot space, that did not deter Mamaearth and the production house from shooting this inspirational film. All necessary precautions were taken to ensure the safety of those involved in the shooting. This included checking the travel history of everyone who entered the set and the use of PPE kits, gloves and masks. All the equipment was sanitized before it was brought to the set. The production house had employed 3 spot boys only for the job of sanitizing everything on the set after every 15-20 minutes! The crew members were requested to bring food from home and use their own cars or cabs that belonged to the production house and were sanitized every day. There was a doctor and an ambulance available on the location for any emergency medical assistance.

The launch of this film has proved that the current crisis is not a limitation but a new opportunity to work more efficiently. To pull out a film in a situation like this is as inspiring as the film itself! 

Link of the film shot- 

Youtube- https://www.youtube.com/watch?v=YROZybuYGUE

Instagram-https://www.instagram.com/p/CCcma_nB2fD/?igshid=1e1mvpn6zxaoo

Facebook-https://www.facebook.com/Mamaearthindia/videos/305801094159086/

OYO Pays Ode to the Spirit of India with its Touching Digital Campaign - Fir Badhega India!

Spirit of India 

* Launches its digital campaign - Fir Badhega India across social media including Facebook, Instagram, Twitter, LinkedIn, YouTube & OTT

* OYO has also launched a digital film titled ‘Fir Badhega India’, thereby perfectly encapsulating the messaging of the campaign visually

As India takes a step towards normalcy, cities are slowly getting back in action, local markets are thriving once again, the friendly neighborhood chacha smiles wide as he lifts the shutter of his shop at the dawn of a new day, travellers are boarding flights and checking into hotels, amongst a lot more of movement. This is the true spirit of India as it opens up, this time, however, in a different way -- a safe way. Looking at the world from a consumer’s eyes, in this new normal, the biggest concern is safety and sanitisation as they step out of their homes.  Understanding this, today OYO has rolled out its month-long campaign - ‘Fir Badhega India’ to pay tribute to the spirit of 1.3 billion Indians, as they gear up to move forward with hope and undying resilience. Furthermore, the campaign aims to build trust towards OYO as it goes onto highlight OYO’s ‘Sanitised Stays’ initiative, under which the hotel chain has taken several precautionary measures to maintain the highest standard of hygiene, cleanliness, and minimal-touch standard operating procedures to welcome guests back safely.

The video captures the small nuances of the new-normal way of living in a subtle yet impactful manner.  ‘Fir Badhega India’ plays on the reality of today with the heartwarming Indian touch where strangers help one another and move forward together but this time, with utmost precaution. The film features an old shopkeeper or chaiwala (a representation of the countless small businesses that are now returning to work) who struggles to open the shutter of his little shop after months of lockdown.  Soon, a young passerby takes a minute out of his own schedule to help the old shopkeeper lift the shutter once again. They exchanged pleasantries and without wasting another second, the Good Samaritan rushes off to work. Throughout, the film showcases health and safety precautions practiced by both the protagonists. There are also glimpses of OYO’s minimal touch experiences observed by the young staff executive, including temperature checks on entering the hotel, opening the door using his shoulder, the use of protective equipment such as masks and gloves, placement of hand sanitisers at high touchpoints and mention of OYO’s 10-step room sanitisation process. 

The campaign has been conceptualised by OYO’s in-house brand team, produced by K Silent films and directed by Anand Karir. The music for this film has been composed by Hanif Shaikh and sung by a Kashmiri folk singer - Noor Mohammed accompanied by a Rubab, an Afghan musical instrument that he plays himself. The theme of the music is centered around welcoming brighter times ahead, beautifully interpreted by the folk singer as ‘spring arriving in the valley’. The film is currently LIVE across OYO’s digital platforms including Facebook, Instagram, Twitter, YouTube, LinkedIn and OTT platforms. OYO will release the campaign on all its organic and paid channels and make it visible to its partner and consumer network.

Commenting on the purpose of the campaign, Mayur Hola, Head of Global Brand - OYO Hotels & Homes said, “Living responsibly, maintaining adequate distance, offering safe, sanitised experiences is par for the course today. It is the responsibility of each individual and business. OYO and our hotel partners will make sure we offer exactly that for our guests.”

He adds, “Here’s the bigger picture for us, however, and the role we play in it. India is damned if it sits at home, doomed if it steps outside. In these circumstances, our priority has to be to help each other. We help thousands of our partners open up, deep clean and sanitise. They help thousands of allied businesses that supply and service them get back up and running. Add up the workforce that comes back to work in all of these businesses and you’re talking hundreds of thousands of people. Most importantly, we all come together to take care of our guests who need to get their life back on track. Our guests in turn help all of us and our employees by allowing us to host them. We wanted to be optimistic and not antiseptic in our messaging. We are all nirbhar (dependent) on each other to be atmanirbhar (independent). It is only then that India will rise again. Fir Badhega India!”

OYO has also introduced a ‘Sanitised Stays’ safety tag across all OYO booking platforms for properties that follow enhanced hygiene procedures, provides a minimal-touch experience and protective equipment across several countries, including India.

Link to the film - OYO Sanitised Stays - Fir Badhega India.

10 Oscar nominations for 'Slumdog Millionaire'

Inching closer towards an Oscar, composer A R Rahman on Thursday got himself nominated for three Academy awards for his score in British-Indian movie "Slumdog Millionaire", which was in all shortlisted for 10 categories including best film and best director.

"Something good is happening and I am really happy about it," was the reaction of Rahman, who became the first Indian to win a triple Oscar nomination. 43-year-old Rahman was nominated for Best Original Score and the numbers 'Jai Ho' and 'O Saya' were shortlisted for the Best Original Song.

Close on the heels of the dual-language film winning four Golden Globes, including one for Rahman, earlier this month, Danny Boyle and Simon Beaufoy were shortlisted for best director and best adapted screenplay categories.

The film also won nominations in cinematography, sound mixing, sound editing and film editing. David Fincher's romantic periodical "The Curious Case of Benjamin Button", starring Brad Pitt, topped this year's race with a whopping 13 nominations.

The nominations were announced at the Academy of Motion Picture Arts and Sciences' Samuel Goldwyn Theatre by Oscar-winning actor Forest Whitaker. The winners will be named on February 22 at Hollywood's Kodak Theatre.

Only two Indian have won the coveted Oscar till date, Bhanu Athaiya (for costume design in "Gandhi") and Satyajit Ray, who was given an honorary Oscar for his contribution to films.

This is also the first time that an Indian has won more than one nomination in Oscars history.

Reacting to the nominations, Rahman said, "I did not think it will get there. God has been really kind. And I have to really thank the prayers of all the people and their good wishes. "There is a kind of optimism in the film and so much of positive vibes as you leave the movie hall."

In the original score category, Rahman will compete with Alexandre Desplat ("The Curious Case of Benjamin Button"), James Newton Howard ("Defiance"), Danny Elfman ("Milk") and Thomas Newman ("WALL-E").

Rahman will compete with Peter Gabriel and Thomas Newman ("Down to earth" from "WALL-E") in the original song category. Gulzar has penned the lyrics of "Jai Ho" and Mia Arulpragasam "O Saya".

Co-director Loveelyn Tandon said "We have proved everyone wrong. It's a crazy feeling beyond words. Ten nominations is something unbelievable." She said all Rahman's work has been awarded and the "world has finally woken up to his talent". The films for the best picture race are "Milk", "Frost/Nixon", "The Curious Case of Benjamin Button" and "The Reader".

Those nominated in the best director category along with Boyle are David Fincher ("The Curious Case of Benjamin Button"), Stephen Daldry ("The Reader"), Gus Van Sant ("Milk") and Ron Howard ("Frost/Nixon").