Ultratech Cement has rolled out a film for its Birla White brand through which it urges people to help communities like the painter community to earn a livelihood ahead of the festive season.
Conceptualised by Autumn Grey, the film shows the story of a painter calling a regular customer to ask him when can he visit to paint his house. The man tells him that he won't require his services this year. This impacts the painter and his family's celebrations as he can't provide for them. The house owner realises the impact when he sees the painter turn down his daughter's request to buy her something at a market. He calls the man over for the paint job, thus inflicting a turn of events and making the festive season happy for his family.
Abhijeet Kumar, VP - marketing, Birla White, said, "Birla White wanted to spread a simple reminder to the audience to spread happiness in the lives of people who depend on people like us in the economic cycle. Through our brand film, we wanted to convey a simple yet thought provoking message of how one small decision by us can elevate the current financial situation of many people during this festive season, and can be a significant step towards a stronger economy.”
Bodh Deb, vice president and branch head, Autumn Grey, said, “Our team felt that Birla White, as a brand has an opportunity to really connect with its painters community at an emotional level keeping the current scenario in mind. The insight and idea was simple yet powerful. The painter community needed to get work this Diwali since they have already suffered huge loss of work due to the ongoing pandemic and its aftereffects and that’s what inspired the team to conceptualise this story that had all the required ingredients to strike the right emotional chord with Birla White’s end consumers i.e. homeowners and to inspire them to paint their homes this Diwali too, just like they had last year.”