Dalmia Bharat Group has launched an integrated corporate campaign themed 'Mera Bharat bada ho raha hai' (My India is growing).
The TVC features different instances of young Indians driving change with ‘new thinking’, accompanied by a voice over that delivers the message of progress in poetic verse.
A young man told by his colleague to send a design of his abroad, responds that he will progress only when the nation does. The voice over kicks in with the line ‘Mera Bharat bada ho raha hai’. Another young man in picturesque village atop a mountain builds a rain water harvesting system on houses, while the village folk watch on. He exults as the rain sets in and the water is stored. The voice over says, "Apne pairon par khada ho raha hai. Hai soch nayi, armaan kayin, yeh nayi hawayein lata hai. Aakash bhi kam pad jaata hai, jab yeh baahein pehlata hai" (It's standing on its own feet. With new thinking, harbouring many ambitions, it's bringing about the winds on change. Even the sky falls short once it opens its arms).
A group of youngsters seeing garbage being dumped on the road pick it up and create an installation from it, around which kids start playing. It says ‘Live Clean’. Another set of young people go around town during Diwali, with two of them clicking pictures. One of the youngsters with a camera notices a house that isn’t lit up. A mother and two young children are at the doorway, watching others celebrating. Seeing the children with sullen faces, the youngsters decide to brighten their Diwali. They join the family to celebrate the festival, adding lights, fireworks and smiles. The voice over says, 'Kamiyabi ki nayi subah hai, andhera kahin par kho raha hai. Mera Bharat bada ho raha hai' (It's a new morning of success, darkness is fading away somewhere. My India is growing).
The film ends with the message that Dalmia Bharat believes that it is with new thinking that a new India is being built. It declares that the group is ‘proudly connected with this new thinking’.
BK Singh, senior executive director and group head marketing and corporate communications, Dalmia Group, said, "For over 5,000 years India has devised uniquely Indian answers to Indian problems, many of which have found global application. The campaign underlines our confidence in, and celebration of, this intrinsic genius of India and reflects our abiding faith in Bharat, tinged with pride."
Babita Baruah, executive business director and vice president, JWT, Delhi, said, "The most inspiring part of the brief was Dalmia Bharat Group's timeline that could be plotted on top of India's growth milestones achieved over the decades. India needs more committed and forward-thinking brands like Dalmia Bharat for it to really grow. Whoever said patriotism is restricted only to individuals."
Client: Dalmia Bharat
Agency: JWT Delhi
Production House: Imaginary Friends
Director (film): Aniket Shirke