Godrej Expert pays special tribute to dads this Father's Day

Conceptualised by Creativeland Asia, the 'My First Hero' digital campaign strikes an emotional chord with memories of time spent with one's father during childhood

Aanchal Kohli | Mumbai | June 19th, 2015

Click on the image to watch the TVC.

Godrej Expert is celebrating Father's Day with an interesting digital campaign, titled 'My First Hero'. The campaign strikes an emotional chord with memories of time spent with one's father during childhood. Godrej Expert starts off this campaign with the launch of an inspiring video that showcases the emotional bond shared between a father and child. The video went live on YouTube, Facebook and Twitter on June 17, 2015. This video can be mailed and shared via various social media channels and Whatsapp with a personalised message. Godrej Expert will also host a Twitter campaign, #MyFirstHero, with some prominent personalities sharing special memories of their dads.

The campaign, conceptualised by Creativeland Asia, culminates with a compilation of a wall of memories comprising all the messages shared by the users. The most creative message will get a chance to win a special hamper from Godrej Expert Rich Crème along with other special prizes.

BestMediaInfo.com spoke with Sunil Kataria, Business Head, India and SAARC, Godrej Consumer Products, and Abu Joseph, Creative Director, Creativeland Asia, who shared the insights and creative thought process behind the campaign.

Sunil Kataria explained, “Father is one of the most influential forces in a child's life. Godrej Expert's 'My First Hero' campaign emphasises on how heroes never age. The idea of the campaign is for the users to spread the message of love to their fathers on this special occasion. This campaign is a reminder to all those children who have spent some beautiful memories with their 'First Hero'.”

Abu Joseph added here, “Unlike many other relationships, the bond between a father and a child hasn't been given much attention. Fathers do so much for us, yet never demand even acknowledgement for it. This film pays tribute to this unsung hero. Also, everyone who watches it would relate to one instance or the other in the film.”

Kataria further said, “Videos by brands are usually made with a very brand-centric mindset. Our video, on the other hand, has the brand connect in the core thought with the end featuring the product story.”

In terms of challenges, he said, “There were no challenges. We, along with our creative agency Creativeland Asia, were on the same page right from the briefing to delivery stage. The idea was to deliver the central thought of 'My Father is my First Hero' and 'Heroes Never Age' and weave it seamlessly with the key brand benefit.”

Joseph added here, “The client had a very clear brief – 'the film should move us'. With such a brief, there is a very thin line between being 'moving' and being 'over-dramatic'. It was very important to make the viewer go back to his/ her own childhood when they watch the film. The narrator's voice and the brilliant production job done by Rising Sun Films under the direction of Kopal Naithani succeeded in achieving just that.”

When asked about using the long format digital consumption video for this campaign, Kataria replied, “Digital films are being well appreciated and circulated and in the long format videos there's a larger opportunity to showcase a story to bring out the messaging clearly. The virality that the digital platforms offer is unmatched.”

“We have tried to urge youngsters to thank their fathers; the digital space is the most apt place to find this audience. Also, the feeling of nostalgia that we aimed to create needed the kind of time the digital space allows,” Joseph said.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

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