Nestlé India has embarked on a corporate campaign with the theme ‘Share Your Goodness’. A film conceptualised by McCann Erickson as part of the campaign has been on air for over a week. A media road block on select channels has also been executed.
The film tells the story of a young girl adopted by a nuclear family with a young son little older than her, and their relationship. Right from the ride back from the adoption centre, the boy’s insecurities characteristic of a young sibling unfold. He clings on to his mother at every opportunity, unseating his new sister. But over time, the warmth in their relationship grows. As she bottles worms from their garden, he looks on, fascinated. As she climbs atop a kitchen shelf to fetch a jar of sweets / cakes, he smiles. As she shares one with him, the ice is broken. And as the kids huddle in a corner to enjoy their treat, a voice over delivers this message: ‘When goodness is shared over food, life smiles’. The films ends with Nestlé’s promise of ‘Good Food, Good Life’.
This campaign will straddle media vehicles ‘in a sustained manner and will encourage people to share their goodness with others and recognise the goodness that they see’, informed a Nestle statement. A #ShareYourGoodness on Twitter has been activated, and campaign-related content will be uploaded on shareyourgoodness.in
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Client: Nestle India
Creative agency: McCann Erickson
Chief creative officer : Prasoon Joshi
Creative team: Prasoon Joshi, Pradyumna Chauhan, Rohit Devgun
Account management team: Alok Lall, Dip Sengupta, Nikhlesh Jhingan
Strategic planning: Jitender Dabas
Film supervision: Jeet Kalra
Production House: Nirvana Films
Media agency: ZenithOptimedia India