Conceptualised by BBH India, the TVC communicates that 2% of all proceeds will be contributed to the cause of children’s education
BestMediaInfo Bureau | Delhi | September 4, 2012
Nihar Naturals has launched its latest ‘Chhotte Kadam Pragati ki Aur’ campaign, which provides a platform to today’s progressive women to take small steps to enable a brighter future for kids. The creative agency for the TVC is BBH India and the production house is Curious Films.
The TVC highlights the latest initiative by Nihar Naturals, where every time a woman chooses to buy a bottle of Nihar Naturals, 2 per cent of all proceeds will be contributed to the cause of children’s education in partnership with CRY India. Launched on September 1, 2012, the TVC features their brand ambassador Vidya Balan to portray how Nihar Naturals is empowering today’s women to enable progress in society through small steps.
Talking on the concept behind the TVC, Subhash Kamath, Managing Partner, BBH India, said, “The conceptualisation of the new ‘Chhotte Kadam Pragati ki Aur’ campaign was to further establish Nihar Naturals’ role as a facilitator for Indian women. The TVC shows that a simple step of changing your hair oil to Nihar Naturals leads to a small but meaningful contribution to society.”
The TVC has a touching script, which depicts Vidya Balan as an everyday housewife who is doing her bit to support children’s education in her community. The concept suggests that while these women support their families with utmost dedication, Nihar Naturals is allowing them to be part of something larger as they use their choices to contribute to the cause of children’s education. With this campaign, Nihar Naturals reiterates the importance of empowerment of women.
Sameer Satpathy, Executive Vice-President and Head – Marketing, Consumer Product Business, Marico Ltd, said, “Nihar Naturals has always played the role of an enabler of progress for the women of India. With our new campaign, we’re giving women across India the support to be part of something larger, where they use their choices to contribute to children’s education. Nihar Naturals continues its efforts to empower women to partake in the progress of society at large.”
Client: Nihar Naturals (Marico)
Agency: BBH India
Creative: Russell Barrett, Suyash Khabya, Roshni Kavina
Account Management: Subhash Kamath, Abhimanyu Khedkar, Royston Netto
Strategic Planning: Partha Sinha, Yousuf Rangoonwala
Agency producers: Hitesh Kalia, Rahul Kulkarni
Film Director: Vivek Kakkad
Producer: Shahzad Bhagwagar (Curious Films)