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Cello strikes an emotional chord

Conceptualized by Eggfirst Advertising, the film, ‘Main aur Maa’, tugs at the heartstrings as it portrays the emotional aspect of a mother’s unconditional love

BestMediaInfo Bureau | Mumbai | January 4, 2016

Cello-strikes Click on the image to watch the TVC.

The ‘Main aur Maa’ film released by homeware brand Cello on social media has got the digital space abuzz. The film tugs at viewers’ heartstrings with its portrayal of a mother’s unconditional love for her daughter. Hitting all the right emotional chords, it builds around the theme of ‘Companion for life’.

Eggfirst Advertising has conceptualized and executed the digital brand campaign. The agency has been mandated by Cello to drive its digital advertising.

The film has been released on multiple social media platforms. The world knows that as consumers we have a soft corner for anything that’s brutally honest and reasonably well told. This is where the campaign scores brownie points; its moving storyline touches viewers where it hurts most. The film is all the more relevant in today’s world when the breakneck pace of life leaves many a relationship floundering in its wake.

Gaurav Rathod, Director, Cello World, said, “Since conception, Cello as a brand has been the torchbearer for the woman of substance. As India gallops towards the new, mobile internet-driven scheme of things, certain things will forever remain unchanged, foremost being the transcendent mother-daughter bond. The film has beautifully captured the myriad nuances of the bond.”

Ashish Banka, Senior VP, Eggfirst Advertising, commented, “Homeware’s communication we have witnessed so far doesn’t cross certain boundaries. Taking a cue from today's generation – people have got busy with their individual lives, letting crucial relationships flounder and stagnate – we found that most young people do not realize the value of key relationships in their lives. This gave us an opportunity to bring to the fore the concept that there still exist relationships that are living embodiments of a 'Companion for life'. We have envisaged Cello as the quantifiable equivalent of a trusted companion in the modern woman’s hectic life, the one companion that will never fail her even when the pace of life gets too hot to handle. The film showcases a sublime emotion- the selfless love of a mother for her daughter.”

The TVC:



Client: Cello

Agency: Eggfirst

Production House: S&A Films

Creative Director: Patanjali Patnaik and Maanoj Choudhari

Lead Actors: Noyonika and Muskaan Sethi

Director: Somen K

Producer: Anup Das

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