Mining happiness: Leo Burnett's new campaign for Vedanta

Leo Burnett, the creative agency behind the corporate campaign, has unveiled a series of print and outdoor campaigns, alongwith a television commercial. The agency earlier won the account in a multi-agency pitch.

 

The television campaign is part of the second phase of Vedanta's communication plan and is currently being aired on Oriya channels. It aims to bring out Vedanta's developmental work in a "simple, caring and human way". 

 

 

 

Bibek Chattopadhyay, general manager, corporate communications, Vedanta Aluminium says, "On ground, we are sincerely working for the people of Orissa in a large scale manner. Be it in employment generation for the locals or even our CSR initiatives at the locations, we try our best to generate progress and livelihood opportunities for the society at large. This was indeed essential to be communicated to the people of Orissa at large and Leo Burnett offered us just that with their campaign."

 

Leo Burnett's Maniv Arcot, who conceptualised the campaign and created it along with Ashwiny Iyer, adds, "All we had to do is some responsible advertising. That's what we did. And it worked. Not just in the boardroom, but in the media as well. When there is so much to say, we just had to be careful to stay away from flashy showmanship. The campaign ‘Mining Happiness. For the People of Orissa’ is just a true story shared with the people who matter. We just tried to do it with humility and grace."