McCann creates two emotional films as part of a new brand building campaign for the confectionery brand
Sohini Sen | Mumbai | March 20, 2014
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Nestle has launched a brand building campaign highlighting the joys of sharing. Created by McCann Erickson, the campaign takes two different stories and show us how sharing brings us joy which only increase.
Food sharing is probably something that has been ingrained in most people growing up in India. Eating is not just a matter of being alive, but also a community exercise where families catch up over dinner, where breakfast is a long affair, where food itself plays a vital part in building relationships. However, Nestle noticed that in the daily din and bustle, people today have forgotten the joys of sharing. Their belief is that if the world has to be harmonious and healthy, it is imperative to move the 'goodness cycle' forward by passing on the goodness. It is this same idea which led to the two campaigns by Nestle.
Prasoon Joshi
Prasoon Joshi, Chairman, CEO and Chief Creative Officer, India & South Asia, McCann Worldgroup, said, “It is a corporate film for brand messaging. We wanted to show that good food brings out the good life as well. Since it is the first time that Nestle was doing something like this, we wanted to connect with the consumers at an emotional level. The idea came from personal experiences. Chandrashekhar from the client team made such an idea possible and was a pillar of strength.”
Himanshu Manglik
Talking about the genesis of the campaign idea, Himanshu Manglik, Head - Corporate Communications, Nestlé India, explained, “This campaign originates from the belief that each one of us has goodness and it comes from the values, beliefs, strengths, ideas, understanding and capabilities that we have learnt through others. All of us are capable of sharing this goodness. When we share these with others around us, we make their lives richer and our world more harmonious. As the leader in nutrition, health, and wellness, Nestlé understands that food is often the most effective way to share our goodness. Nestlé's promise is 'Good Food, Good Life' and since it also reflects our own traditions and culture in India, our effort is to make everyone refocus on the cycle of goodness.”
The first campaign is a sweet story about two children growing up together. One of them is adopted. Since the young boy has been there from before, he feels neglected and builds up animosity towards his sister. She is unaware of this and keeps trying to be friends with her big brother. It is only when they share a fun moment in the garden – collecting worms in jars – that they become friends. To make their bond even stronger, the sister steals some brownies from the kitchen which she shares with her brother.
“In the campaign we show the world of children which is quite innocent. There is sibling rivalry and then there is love. Food creates that kind of love and relationship. The kids here learn how to share and how important sharing is in life. This is where Nestle comes in. We wanted to show why Nestle is in the business of food,” explained Joshi.
Nestle hopes to motivate people to look into their own experiences, share their goodness, recognise the goodness of others and engage with each other.
The second story revolves around the Mumbai Dabbawalas. Nestle decided to appreciate the whole group who have tirelessly delivered lunch dabbas to office-goers across Mumbai. Nestle arranged 5,000 'goodness boxes' to be delivered to the dabbawalas as a token of appreciation. The box was full of Nestle products.
Both campaigns will be rolled out across media and will encourage people to share and recognise goodness. They have also created a Twitter hashtag (#ShareYourGoodness) to help enable conversations and sharing of ideas and experiences. A separate website called shareyourgoodness.in has also been created.
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