Tomorrow Creative Lab and Intertwined have carried forward Ashiana Housing’s ‘Behtar Parvarish Ka Pata’ platform for their ‘kid-centric’ homes, in a second film titled ‘Darpok Daddy’.
Ashiana Housing, an Indian real estate development company, has introduced a unique concept of 'kid-centric' homes in Bhiwadi-NCR called Ashiana Town. The child-focused facilities at Ashiana Town are thoughtfully designed to play a role in children's all-round development and create an environment that fosters their physical, intellectual and moral growth.
The first campaign was launched on December 8, 2017 across multi-media, including a film with a little boy and a matchbox, titled ‘Pocket mein kya hai?’.
The ‘Pocket mein kya hai? Film:
Malvika Mehra, Founder and Creative Director, Tomorrow Creative Lab, said, “We’ve continued the narrative of ‘Behtar Parvarish Ka Pata’ in this second film for Ashiana Housing’s kid-centric properties, where the child grows up, plays a big role in her development, upbringing and personality. We’ve tried to bring this message alive by a very modern interpretation of parenting today – where often our kids end up teaching us things we never imagined they would! Hope this doting father-daughter duo hits the sweet spot like the earlier film (boy with the matchbox) did for our client’s business.”
In the latest film, the father-daughter duo is seen enjoying the pool at a real estate property. While the daughter loves swimming, the father is afraid to get into the water itself. Later the daughter is able to persuade her father to jump into the water by ‘Going to the fear and not around it’ which she read in one of the books at the library in the Ashiana Housing property.
It garnered more than two million views in the first one week of release and according to the YouTube Ads Leaderboard, came out as the second most watched ad on YouTube in December 2017.
Client: Ashiana Housing Ltd.
Agency: Tomorrow Creative Lab and Intertwined Brand Solutions
Creative and Strategy leads: Malvika Mehra and DivyaPratap Mehta
Production House: Man on the Moon Films
Director: Shamik Sengupta