New campaign created by Ogilvy shows the importance of water conservation in villages for a better future
Sohini Sen | Mumbai | January 2, 2014
Dhanuka Agritech has come out with a campaign to show how they can help villages save water. Conceptualised by Ogilvy & Mather, the 60-second TVC called 'Rain' showcases the benefits and the need to save water for a better future, especially in rural areas. The campaign features Amitabh Bachchan.
The objective of the campaign is to propagate water conservation. Dhanuka has always been at the forefront of educating and spreading awareness on water conservation at the village level through its flagship 'Save Water' campaign with a tagline ‘Khet ka pani khet mein aur gaon ka pani gaon mein’.
The TVC opens with glimpses of rain and people enjoying the raindrops. Then Amitabh Bachchan comes on screen and says that the years which have good rainfall see happiness and celebration. However, when there is no rain, what is in abundance are teardrops. He continues that although man cannot create water, he can surely save it and one of the ways to save it is to contact the Dhanuka team in any village. The jingle ‘Baadal Barse Tapur Tupur’ connects the audience with the joy and euphoria that rain brings with it. It also sensitizes us on the woes and agony of a rainless year in our lives. Bachchan then reminds viewers that when there is water, there will be happiness all around, and this can be made possible by the new technology from Dhanuka Agritech.
RG Agarwal, Group Chairman, Dhanuka Agritech Limited, said, “Since decades, the DNA of Dhanuka Agritech has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. The TVC is a further step in this direction urging every stakeholder to understand the importance of water conservation for a sustainable future. The ‘emotion’ is so forceful that everyone’s conscience will respond to this issue. The TVC is expected to catch on the breath of the nation.”
The TVC which targets mainly farmers is being telecast across regional and national channels.
Credits: Client: Dhanuka Agritech Client team: Ashok Mahajan, Himanshu Barsainya, Prasenjit Sinha Agency: Ogilvy & Mather Creative team: Anup Chitnis, Santosh Patil, Akshat Trivedi, Shankar Haldankar Production House: Rising Sun Films Director: Shoojit Sircar