Srei believes in sharing positivity, optimism and happiness

Srei – a holistic infrastructure institution, with interests in financing of infrastructure projects, equipment and advisory services – has launched a corporate campaign, #HappyRainbowBox, dialling in happiness as its raison d'etre. The campaign seeks to capture Srei’s invisible but catalytic role, for nearly three decades now, in spreading happiness by enabling infrastructure, entrepreneurs and dreams.

A metaphor for Srei's core belief in encouraging positivity and optimism as engines of progress and betterment, #HappyRainbowBox is a 360-degree campaign encompassing both ALT and BLT marketing vehicles. The TVC conceptualised by Law & Kenneth Saatchi depicts simple and contagious acts of spreading happiness in regular slice of life situations revolving around Srei’s #HappyRainbowBox.

Amitava Sinha, Group Head, Corporate Communications and Branding at Srei, said, "Considering this is perhaps the first time Srei is communicating with the general public whose lives we touch meaningfully but implicitly every day, we believe the #HappyRainbowBox will serve as an inspiring icon of our world view. We hope our message will encourage each of us to dip into our respective Happy Rainbow Boxes to inject just that little incremental dose of happiness and optimism around us."

Rohit Malkani

Rohit Malkani, National Creative Director, Law & Kenneth Saatchi, said, "This has been a particularly rewarding project. The Power of Positivity is something that resonates with me personally and I think we were extremely fortunate to have a set of clients who pushed us to think beyond the category cues."

The TVC:  

Credits:

Client: Srei

Agency: Law & Kenneth Saatchi

National Creative Director: Rohit Malkani

Director: Bauddhayan Mukherji aka Buddy of Little Lamb Films

Cinematographer: Sudeep Chatterjee

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