The new campaign by JWT Kolkata and Eeksaurus aims to convey the efforts of Rotary International in their attempt to give a normal life to children suffering from congenital heart diseases
BestMediaInfo Bureau | Mumbai | June 9, 2014
Rotary International has successfully completed 5,000 heart surgeries for under privileged children across India. To mark this special occasion, it has joined hands with JWT Kolkata and Eeksaurus to launch an animated campaign, ‘Saving little hearts’, which has touched the hearts of millions. The previous campaign by JWT Kolkata for Rotary on India becoming polio free was very well received and was a huge success.
The ‘Saving little hearts’ campaign was designed to show how a normal life can be given to children suffering from congenital heart diseases. There are thousands of children who are in need of immediate heart surgery to stay alive. Unfortunately, most of them cannot afford an expensive surgery. The campaign conveys the efforts of Rotary International to ease the sufferings of these children and helping them.
The campaign portrays the story of a little girl who is confined to the hospital bed due to her severe heart condition. It is only when an adult hand comes forward to lend her unconditional support that she is able to gain the confidence and she breaks free from the shackles which had pulled her down for so long. She starts to enjoy the little joys of life. The voice lent by Amitabh Bachchan imparts a strong emotional appeal to the video which touches the chord of every viewer.
Senthil Kumar, National Creative Director, JWT India, said, “Rotary International came to us with the idea of reaching out to the maximum number of people in India as well as communicate the efforts of Rotary International. The campaign detailing India’s achievement as being polio free was a huge success. We wanted to apply the same idea to this campaign as well as it is all about touching the strings of a person’s heart to bring them to work together.”
Suresh Eriyat, Founder and Creative Director, Eeksaurus, said, “Animation is a levelling factor and we have seen the impact of this through the Rotary International Polio ad campaign. This time again the brief given to us was to showcase the efforts of Rotary International in bridging gaps by joining hands to give more children a new lease of life. Such congenital heart diseases are not much spoken about and hence our focus was also on the difficulty and struggle faced by a child in such situations. The music has helped us supplement the emotional distress the child is going through as well as the joy of exhilaration when the difficulties have been overcome.”
Creative Agency: JWT, Kolkata NCD: Senthil Kumar
VP & Senior Creative Director: Arjun Mukherjee Senior Vice-President: Raji Ramaswamy
Production House: Eeksaurus Director: Suresh Eriyat Producer: Nilima Eriyat Executive Producer: Mehernosh Dastoor Music: Rajat Dholakia Voiceover: Amitabh Bachchan