Hyderabad Industries Limited (HIL), a building material company, has launched its latest campaign ‘Kamli ka School’- encouraging people to share leads of schools that need renovation. Conceptualised by Ogilvy, the campaign, along the line of brand’s philosophy– “Together, We Build”, showcases the hope and enthusiasm of children in rural India towards education.
Set against the backdrop of Diwali, the film tells the story of a girl named Kamli and how she is up for a surprise after she comes back to school after the Diwali holiday. It opens with Kamli making a lantern for her school before Diwali holidays. Though Kamli is worried about her lantern owing to the poor infrastructure of the school, she is pleasantly surprised once she is back after Diwali holidays. The campaign ends on a captivating note strengthening HIL’s commitment towards helping over 75,000 children like Kamli to build a stronger bond with education by providing the right infrastructure.
Dhirup Roy Choudhary, MD and CEO, HIL, said, “We are committed towards building the nation since last 70 years and children are the building blocks for our future. Education will help shape them into leaders of tomorrow which will be essential of our future. We use our funds judiciously where it is needed the most and we feel this initiative of building schools is our small contribution towards the same and takes our brand philosophy, “Together, we Build” ahead.”
Nilay Moonje, Group Creative Director, Ogilvy, said, “Through my travels to many interior parts of India, I had seen the great connection that children have towards school and their enthusiasm for education. Given a chance they can do wonders, just like the children with access to better facilities. We have captured the same essence in the campaign through the simple story of a girl and her lantern.”
As a part of its CSR initiative, HIL has already renovated schools across Tamil Nadu, Haryana, Telangana, Gujarat, Uttar Pradesh, Andhra Pradesh, and Maharashtra. Under this initiative, the company has rebuilt 12 schools and affected the lives of 7038 children directly and more than 70,000 children across 3750 villages through its NGO partners.
Brand: Hyderabad Industries Limited
Agency: Ogilvy - Bangalore
Chief Creative Officers: Mahesh Gharat, Azazul Haque
Group Creative Director: Nilay Moonje
Executive Vice President: Tithi Ghosh
Account Management: Rajnandini Ghosh, Sushma Jayaram
Production House: Thinkpot Productions
Director: Krithika Manohar
Agency Producer: Sunil Nair