Amway India has launched a campaign titled 'Goodness Inside' to tell the story of how people can use their inner goodness to help others lead better lives. Conceptualised by L&K Saatchi & Saatchi, the film aims to throw light on the Amway India’s entry into the Chyawanprash market, under its brand Nutrilite.
It follows the story of a small business owner who is skeptical about home delivery and hence has to forego a lot of orders. When his grandson understands his reasons, he, along with his young friends ride around their cycles and help support his business, by delivering essentials to people within their neighbourhood.
Rohit Malkani, joint national creative director, Law & Kenneth Saatchi & Saatchi, said, “We have always collaborated with Amway to create powerful human stories for their products. This time around it was Chyawanprash- a product filled with natural goodness and immunity benefits. It couldn’t have happened at a more opportune time, with the world reeling from a pandemic. The two films we created were shot in Cochin under strict Covid guidelines and tell heart-warming stories of two elderly people who face the brunt of the pandemic but are ‘rescued’ by the innocence, innovation and goodness of children.”