RS Seven Lifestyle, a part of the Rhiti Group, recently launched its 'active lifestyle' brand Seven.
A campaign featuring global brand ambassador and Indian ODI and T20 cricket captain MS Dhoni, has been launched. The film has been conceptualised by Roy Abraham.
The film features Dhoni as narrator, capturing the spirit of Indian youth. He terms as not just the country's future but also its strength. They are not middle-class but world class, he adds, and goes on to lavish praise and hope on the innovative, connected generation that may sport a shy smile, but is actually dead serious. If anyone messes around with them, there will be protests on WhatsApp, and if someone steals their rights, then there will be candle march protests. The youth, says Dhoni, are not only India's strength, but also the conscience of the nation – intelligent, creative, ambitious and impatient. They studied, trained, respected people and even heard them out, as parents urged them to change their hairstyles and friends; teachers asked them to change themselves. He signs off saying, 'Enough of changing yourself, now it's the time to change the world'. This generation can achieve that with a smile, one day at a time, surmises Dhoni.
Writer/creative director: Roy Abraham
Production house: Dream Catchers
Post-production: Film OK Please!
Direction: Film OK Please!, Abhishek De
Digital partner: Fruitbowl Digital