Hindustan Unilever has created a thought-provoking film on water conservation as part of its CSR initiative — Start A Little Good. HUL’s spokesperson told BestMediaInfo.com that the objective of the film is to bring to people’s attention the water crisis in India and communicate to them in a way that is personal and impactful. And what can be more personal than one’s shower.
The campaign has been conceptualised and executed by Ogilvy India.
Sharing more information on the campaign, the HUL spokesperson said, “With ‘Start A Little Good’, the aim is to raise awareness and prompt action on pressing environmental issues the country is currently facing. It also informs viewers about the ‘little good’ that HUL has started as a corporate citizen and urges them to make little changes in their daily lives that will make a sizeable impact.”
He said, “‘Start A Little Good’ is an action-inducing war cry to urge every citizen to do their bit. We often believe that our individual actions are a drop in the ocean and feel demotivated to take a step in the right direction. The campaign is an attempt to change that mindset — to make each citizen realise their role in making the world a better place.”
The film opens on an urban shower booth in the middle of a village. A villager steps inside out of curiosity. He turns on the shower and to everyone’s surprise, he starts drinking the water to quench his thirst instead of taking a bath. One by one, all the villagers queue up to drink water from the shower. The juxtaposition thus beautifully highlights the value of water and the need to conserve it.
Commenting on the campaign, Sonal Dabral, Vice-Chairman and Group CCO, Ogilvy India, said, “When a powerful initiative like ‘Start A Little Good’ meets a fresh creative thought, the result is pure magic. ‘The Shower’ is a great example of the impact cut-through creativity can have in promoting critical issues like water conservation.”
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), said, “Unless we understand the value of water, we will not be motivated to save it. This is the simple insight we had when we started to think of this film. From there came the idea of taking a city
shower into a village and showing how almost half a village can drink water, in the time it takes one city dweller to take a shower. If the film punches our conscience, it is meant to. The society needs a mirror to see its behaviour and the film is holding up that mirror.”
Chairman and Creative Head, South Asia: Piyush Pandey
Vice-Chairman and Group CCO: Sonal Dabral
CCOs India (West): Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Creative Team: Ashok Karkala, Vinay Pawaskar
Chief Client Officer (India): Hephzibah Pathak
Account Management: Nikhil Mohan, Piyush Jha
Chief Strategy Officer (India): Prem Narayan
Production House: Little Lamb Films
Film Director: Bauddhayan Mukherji (Buddy)
Producers: Monalisa Mukherji, Avishek Ghosh