Kinley has rolled out a digital film conceptualised by Ogilvy & Mather. The film went live on the brand's social page on 30 June 2015.
The film looks at instances in personal and professional lives that have been made better by one (or more) of the parties involved owning up to the truth. The short stories are backed by a song that urges viewers to unburden themselves by telling the truth.
Two young men at the dinner table confess to not buying their mother a gift for her birthday, when she thinks the pendant (on her chain) is their gift. After a tense couple of moments, she asks them for matching earrings.
All the stories follow a similar narrative. Among them is one of an employee telling his boss the real reason for his being late. A younger girl confesses to her elder sister that it was she who told their mother about her boyfriend. When a girl tells a young man at a restaurant that she secretly checks his messages when he’s away, he smiles and gives her his phone.
The film ends with a voice over saying, “Kitna chain hota hai na sacchai mein” (There so much peace in the truth).
Debabrata Mukherjee, vice president -- marketing and commercial, Coca-Cola India and South West Asia, said, “Kinley has always stood for purity and trust, and that association has strengthened over time. Last year, we launched the ‘Boond Boond mein sacchai’ campaign for Kinley that propagated, in an emotional way, the importance of speaking the truth. The campaign, inspired by real life instances, was successful in making people realise that life becomes more peaceful when there’s nothing to hide. Our new digital film aims to build on the message Kinley established last year and continues to tell the story that moments in our daily lives become better if you give truth a real chance. We are confident that audiences will be able to identify with it as the story mirrors the various relationships and occasions around us. A very special and soulful track -- penned by Swanand Kirkire and performed by Papon -- lends a certain magic to the story, enhancing the emotional quotient.”
View a TVC in some South Indian languages that aired in 2014 here: