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New campaign to celebrate 20 years of GPI Bravery Awards

The campaign is conceived by GPI team, conceptualized by M&C Saatchi and produced by Xebec films; watch the TVC here.

Neha Saraiya | Delhi | July 1, 2011

Godfrey Phillips Bravery Awards, the CSR initiative of Godfrey Phillips India released their new ad campaign celebrating ‘20 years of Bravery’. Conceived by the team at Godfrey Phillips India in conjunction with the creative team at M&C Saatchi, the films were written by Sanjeev Saikia, Creative Director, M&C Saatchi, and produced by Xebec films.

The objective of the campaign is two-fold - to acknowledge the vital role played by every Indian who believes in living bravely, has supported the Awards & made 20 years a reality and to bring to the fore the brave men and women who have been honored by the Awards. The campaign is currently running across all mediums like print, TVC’s, outdoor and online platforms.

Commenting on the new campaign Nita Kapoor, Executive Vice President, Marketing & Corporate Affairs, Godfrey Phillips India Ltd. said, “Through this campaign, we would like to thank everyone who has been associated with Godfrey Philips Bravery. Our award winners and nominees are the true mark of the impact our initiative has had since its inception in 1990.  We hope that these stories will encourage more people to imbibe the spirit of bravery in their everyday life,”

The campaign highlights the zeal and unperturbed attitude of many such brave men and women amongst whom is Sarita Dwivedi who shows an undying attitude towards life. The ad starts with a close-up of brush dabbling paint on the palette. Sarita is physically impaired but her zest for painting motivates her to paint with her mouth and feet. The commercial comes to an end when Justice Leela Seth is shown honoring Sarita with the Godfrey Phillips Bravery Mind of Steel Award. There are similar stories of many more unsung heroes who have proved their unparalleled audacity towards life.


On the campaign, Sanjeev Saikia, Creative Director, M&C Saatchi says, “The campaign idea stemmed from the fact that there are truly inspiring life stories behind each and every Indian who has been recognized by these Awards. Capturing their stories and bringing alive 20 years of Godfrey Phillips Bravery came across as a strong proposition to highlight the social impact initiative of this brand.”

Godfrey Phillips Bravery Awards, a first-of-its kind initiative by any corporate has a huge reach and mass appeal. These awards which cover 16 states and in 4 categories at the Regional level and in 5 categories at the National level, these awards resonate bravery and invite the entire human race to join this movement without any selfish means.


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