Microsoft celebrates the human spirit with ‘Hum Rukna Nahin Jaante’

Studio Simple has conceptualised the campaign

Dec 24, 2020 04:14:00 AM | Video | Campaign India Team

Microsoft India has released ‘Hum Rukna Nahin Jaante’ (we don’t know how to stop), a film that aims to celebrate the resilience of the human spirit. It puts the spotlight on the people who have shown everyday resilience in meeting 2020’s challenges through technology. The film is part of Microsoft India’s #BuildingResilience campaign and has been conceptualised by Studio Simple.
Hitu Chawla, chief marketing officer, Microsoft India, said, “The last few months have shown us the possibility of extremes. On one side are the challenges brought on by the pandemic, and on the other are the inspirational stories of fighting back and transformation. It’s extraordinary how people and organisations across the country have met the challenge with resilience and innovation, using technology to respond, rebound, and reimagine a new world order. Our brand film celebrates this spirit of everyday resilience and the role our technology plays in empowering every person and every organisation to achieve more.”
Sainath Saraban, co-founder and creative head, Studio Simple, said, “We had a clear brief and that was to communicate how Microsoft recognises and empowers the resilient spirit that exists in every corner of the country, with its products and services. We created a simple yet powerful film that captures the resilient attitude of an unstoppable India. And we are also proud of the campaign line  ‘Hum Rukna Nahin Jaante’ which we are confident will resonate with people strongly and bring about a strong pride of association with Microsoft.”