Mahindra Group has created a film to invite ideas to claim the million dollar ‘Mahindra Prize’, as part of its initiative Rise.
The prize was announced in February, soon after which a social media campaign ‘#WorldClassFromIndia’ was rolled out. Now, the ad film has been conceptualised by Famous Innovations.
The film features a series of everyday situations that led to revolutionary discoveries and innovations. It opens with apples falling in a garden around a young girl, signaling Newton’s law of gravity’s arrival. Next up is a young man in a bath tub and the Archimedes Principle. The voice over says, “Everyday a Newton is born and an Archimedes splashes the floor.” It goes on to encourage viewers, stating that the next big idea that changes the world could come from India. A super that reads, ‘If you have a million dollar idea, we have a million dollars for you’ before the ‘Rise Prize' sign off.
Raj Kamble, founder and CCO, Famous Innovations, said, “The film comes from a simple insight that world class ideas are hidden everywhere in India. I truly believe that hundreds of Newtons and Einsteins are born every day in India, but they disappear because they don’t have the right platform. Mahindra Group, with their remarkable footprint all over the world, has the right credibility to make this clarion call. As an innovations agency ourselves, we are most excited about the campaign and hope to see India as the innovation capital of the world.”
The campaign also straddles print and outdoor media.
Agency: Famous Innovations
Creative team: Raj Kamble, Abhay Puri, Sumit Chaurasia
Head of strategy: Arun Raman
Agency producer: Shridhar Bhave
Account management: Shweta Goud
Production house: R U Films
Director: Ravi Udyawar
Producer: Kalpana Udyawar
DOP: Tassaduq Hussain
Music: JSM Music New York