Godrej urges people to give 'Ezee Hugs' this winter

The online video created by JWT Mumbai highlights how a hug can mean so much to everyone and urges people to donate their old woollens to underprivileged kids, extending them a warm hug

Sarmistha Neogy | Mumbai | December 16, 2014

Click on the image to watch the TVC.

Godrej Ezee has released a touching online video titled 'Ezee Hugs', as part of its 'Raahat: Ek Abhiyaan' campaign, to create awareness on winter related hardships faced by underprivileged children in the absence of warm clothes. JWT Mumbai has created a film which talks about how a single warm hug can lift your mood and make you feel special. The brand urges people residing in North India to donate their spare woollens to the 20 million underprivileged kids who have to suffer through the harsh winters.

The film, which is 2:40 minutes long, has gone viral, clocking more than four lakh views within two weeks. The video shows various instances from people's lives where a warm tight hug has made that person feel so special and wanted. The video strings together a series of hugs exchanged between a couple, friends, a shivering tourist and a local, children, a mother and son and such. The soothing background score adds to the beauty of the film which ends with the message - 'Hugs are Ezee, everybody needs one. Even the 20 million underprivileged kids who suffer the harsh winters. Donate your old woollens. Give them a warm Ezee hug'.

Sharing the creative insight behind the film, the creative team – comprising Shweta Iyer (Associate Vice-president and Senior Creative Director) and Simone Patrick (Senior Creative Director) – said, “The creative challenge was to make donations mean more to people. At the core of it, everyone knows how special a warm hug is in the winters, and we wanted to touch that emotion and bring it alive with this campaign.”

The campaign spans across media from print, radio, BTL to digital. The donation drive also promotes the benefit of the product seamlessly, by promising that the donated woollens will be washed with Ezee, so that it is soft and clean when it reaches the kids.

“The hashtag #ezeehugs will be promoted on digital platforms and people will be encouraged to label and share their special kind of hug, thereby celebrating and promoting 'Ezeehugs' in the digital space,” added the creative team.

Sunil Kataria, Chief Operating Officer, (sales and marketing), Godrej Consumer Products (GCPL), said, "The 'Ezee Hugs' film aims at creating awareness through digital media about winter-related hardships faced by underprivileged children in the absence of warm clothes. The film shows different moments of sharing warmth through simple hugs and ends with establishing a clear call to action – one that prompts people to lend a helping hand to the underprivileged children by donating woollens.”

Heart-warming

Suveer Bajaj

Suveer Bajaj, Director, Media Operations and Co-founder, FoxyMoron Media Solutions, said, “Ezee Hugs inspires a warm sense of belonging through their tastefully shot viral that successfully highlights one of the simplest joys of life - a hug. It is an action that has no boundaries and is limitless in its existence. The campaign manages to successfully envelope different people's journeys through some well-constructed slice-of-life advertising and adds an intelligent layer of content through its social assets to accompany the sentiment. It also manages to successfully tie in the brand and its proposition to illuminate the product offering and create the right brand associations and imagery through its tactful use of CSR. The emotional overture 'Ezee Hugs' helps sustain the campaign through the well-timed winter which is upon us. All in all, a well-thought and well-executed campaign that could result in an easier and warmer winter for the children of our country."

Akshat Bhardwaj, Creative Director, Digitas LBI, commented, “Hugs do heal and they most definitely are very easy to share. Ezee seems to have found a very warm and fuzzy space for itself and wants to share it with the underprivileged. No harm, just warm. Good film.”

Vinish Kathuria

Vinish Kathuria, COO, Digital Quotient, believes that brands have started taking digital as no more an extension of television, and that different things are being done and experimented with in this medium. “The research and the storytelling angle of the content is beautiful, but amplification and distribution should have been strengthened. The idea of using cross-medium communication proves that the brand is going in the right direction, but the resonance could have been a bit stronger,” he said.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Godrej Ezee

Agency: JWT Mumbai

Creative Team: Shweta Iyer, Simone Patrick

Client Servicing: Sapan Satia, Aakansha Dua

Films: Anupama Ahluwalia, Jignya Shedge

Production House: Chrome Pictures

Director: Naved Ahmed

Producer: Prafull Sharma

Info@BestMediaInfo.com

Info@BestMediaInfo.com