Daan Utsav's campaign urges people to #Giveanoff to those who helps us the most

The campaign, conceptualised by Dentsu One, asks people to give an off to their domestic helps

BestMediaInfo Bureau | Mumbai| October 7, 2016

Click on the Image to watch the TVC.

“There's only one thing more precious than our time and that's who we spend it on” – Leo Christopher.

When people think of giving others something it usually revolves around money, food, help, but very rarely do we realise that the thing in short supply the most in today's time is, well, time. In the race to earn a living and build a life, people end up with very little in hand for themselves and the people around them. While most of us still manage to take those blessed intervals to re-energise and refresh, we often forget the people who make it possible for us – the domestic helps. These are the people who work on weekends so that we can enjoy a day off without having to worry about household chores.

Daan Utsav, earlier known as the 'Joy of Giving Week', was created with the vision to be a festival like Diwali or Dussehra where people celebrate giving. This time around, Daan Utsav is urging people to give time off to their domestic helps.

The #Giveanoff campaign, conceptualised by Dentsu One, a Dentsu Aegis Network Company, is about giving an off to the domestic help at home, especially on a holiday when her/his family may be at home.

Titus Upputuru

Speaking about the campaign, Titus Upputuru, National Creative Director, Dentsu Creative Impact, said, “Daan Utsav came to us with an open brief that they wanted to do something that would inculcate the culture of giving in India. We then brainstormed internally on what all things we can give to one another. This is when we came up with the idea that those who are privileged in life should give those who toil for them an off instead of regular money. I liked the idea and wrote this film that goes into the life of a domestic help who herself never had parents but when she was given an off, she did a small magical thing for her family.”

The film starts with arresting visuals of someone cooking. The narration in the background tells the story of the person and the fact that she is a domestic help at someone's house. We eventually realised that the person is cooking a meal for her four children and is happy not because she is putting food on the table but because she is getting enough time to spend with them. The ad ends with the thought 'Give an off, when it's an off'.

The campaign will include a radio spot where maids will come and talk about what they will do with an off, if they get one. On-ground activities will include ties up retail chains and grocery stores like Spar Hypermarket where posters will be put up and people will be encouraged to give an off to their domestic helps. The film will also be screened across cinema halls in Mumbai and Delhi. Tie-ups with schools have also been struck and teachers will encourage parents to give an off to their house helps during parent-teacher meetings.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/Daan-Utsav.jpg

Credits

Client: Daan Utsav

Agency: Dentsu One

Principal contact, Daan Utsav: Aarti Madhusudan

Planning: Narayan Devanathan, Paroma Ganguly and Anupriya Prakash

Creative Team: Titus Upputuru, Rajesh Minocha, Nandini Pathania, Soumyajot Roy

Agency Producer: Dawa Lama

Media Planning: Divya Karani, Venkataraman Balachandran

Production House: 7 Films (Supported by Joshua Tree Films)

Executive Producer: Lloyd Baptista

Director: Titus Upputuru

Director of Photography: Malay Prakash

Music Director: Durgesh Vishwakarma

Radio Production: Content Factory

Retail Partner: Spar Hypermarket

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