Google has taken the emotional route to showcase features in its new campaign. Created by Ogilvy & Mather, the campaign consists of a three-minute lead film, and four short films focused on product offerings.
The three-minute film opens with an old man narrating his childhood memories to his granddaughter. He mentions his childhood friend, who he had to part ways with during partition. The granddaughter then takes to Google and finds ways of reconnecting her grandfather with his childhood friend. She manages to connect with the man’s grandson in Pakistan, and invites him over to New Delhi to surprise her grandfather on his birthday.
Abhijit Avasthi, NCD, Ogilvy & Mather, said, “The task we had was to bring Google Search closer to Indian people. Google is a familiar brand, so if we’d done something routine or day-to-day, it wouldn’t have registered as a campaign. We wanted to do something big and epic and wanted to create conversations. We wanted to show how magical search can be.”
Four short films featuring the same characters and a similar context have also been rolled out. The campaign went live on digital on 13 November, while it hits television and cinemas today.
National creative director: Abhijit Avasthi
Group creative director: Sukesh Nayak
President - geography head, Mumbai and Kolkata: Navin Talreja
Business head: Namrata Keswani
Production house: Chrome Pictures
Director: Amit Sharma