Hindustan Unilever has rolled out an extension of its much-awarded Kissanpur campaign from 2014, through a digital film.
Conceptualised by Lowe Lintas, this film titled 'Discovering Real Togetherness' puts disconnected urban neighbours in the spotlight.
It opens with an elderly man entering an elevator in which there are four others. He looks around to greet them, but they have eyes only for their mobiles. He starts humming a tune which gets him attention, but people choose to continue doing their bits on the phone.
As a man removes his car from the garage, it collides with another parked next to it. The driver gets out, sees the damage on his car, but doesn't bother to check the one he collided on. The old man from the elevator observes from afar as the driver walks away. Another couple in the same colony walk together, talking on their respective mobiles.
Another lady on the phone drops her grocery bag, colliding with some kids playing. The old man helps her when no one else passing by does. He gets a disinterested thank you while she's still on the phone. He notices what looks like a tomato-shaped bottle cap and looks to return it to her, but she's off. The old man sits by a fountain and looks around, to see whether he can spot her.
He's interrupted by a child, who taps the old man's hand and takes the tomato-shaped bottle cap (which has tomato seeds in it). The duo spot the other half of the cap, and start gardening. They are joined by some more children, as the film captures the bonding.
But when they're done with their efforts for the day, it pours at night, wiping away the plants.
The next day the the child who started the gardening session with the older man is back at the spot. His mother spots that from her balcony. She reaches the site, offers some seeds to the elderly man and joins the group to continue gardening. A man washing his car observes and joins in too. Other parents from the building join over time. Just as the tomatoes are set to bloom, the rains return. The children and the old man look down at the spot with a disappointment. One man notices this. He and three others get a plastic sheet to cover the spot from the rain, holding it as a shield to protect the labour of love.
The film ends with the tomatoes ready, and the children playing with them. Their parents meanwhile are interacting with each other, followed by a message: 'Thanks to a little red cap, neighbours are discovering the joy of #RealTogetherness'.
Arun Iyer, CCO, Mullen Lowe Lintas, group India, said, "We were looking to take the joy of togetherness forward. The last time the thought was around families. We thought how could we take this forward because it was relevant and did very well for the brand. So when we sat to think there was one thing staring down our faces, a thing that all of us are guilty about and that is that we don't bother to know our neighbours. Once we said that and spoke to people – everyone instantly connected with this. It was an insight the resonated with everybody. There are two age groups of people who are not inhibited by this – the children and the old people. It's something that has happened with me also. I moved into a housing society recently and I don't know anyone there. But my father visited me for a weekend and before I know he was on some WhatsApp group of the senior citizens of the society. My son did the same, he's got his friends circle here. I'm living here for three months and still don't know most people."
Client: Hindustan Unilever Limited
Creative agency: Lowe Lintas