For Daan Utsav, the ongoing Joy of Giving Week (2 to 8 October), Dentsu One has conceptualised a film that urges families to give their household help a day off.
The film shows a woman, who works as domestic help in a house, cooking. Through her own narration she reveals how she hasn't seen her mother or father since her childhood. All she has seen is her own reflection in a pan. As she continues cooking she narrates how she toils at a house, cooking all day. She then takes the leftover food back home for her family. It is then revealed that she's cooking for her family on that particular day as the scene shifts to four children occupying a bed, sleeping. She sprinkles water on them to wake them up, placing a plate of sweets and fruits nearby. They wake up to see the feast awaiting them. As they enjoy the sweets, the lady sheds tears of joy. She says the joy isn't only because she can feed her children, but because she can give them what she never got (family time). It goes on to show her playing with the children. The film ends with a message 'Let's bring happiness to the homes of those who take care of ours. Give an off, when it's an off.'
The film that went live on digital media on 1 October 2016 is also slated to play in cinemas, informed an agency statement. The campaign also consists of radio spots, posters in schools, residential colonies and grocery stores.
Principal contact, Daan Utsav: Aarti Madhusudan
Planning: Narayan Devanathan, Paroma Ganguly and Anupriya Prakash
Creative team: Titus Upputuru, Rajesh Minocha, Nandini Pathania, Soumyajot Roy
Agency producer: Dawa Lama
Media planning: Divya Karani, Venkataraman Balachandran
Production house: 7 Films
(Supported by Joshua Tree Films)
Executive producer: Lloyd Baptista
Director of film: Titus Upputuru
Director of photography: Malay Prakash
Music director: Durgesh Vishwakarma
Radio production: Content Factory
Retail partner: Spar Hypermarket