Microsoft Devices has launched a digital campaign themed #MakeItHappen. The campaign comprises three films, the first of which features Bollywood actor Kangana Ranaut. The subsequent films will feature badminton ace Saina Nehwal and chef Pankaj.
The campaign has been conceptualised by J. Walter Thompson.
The first film of five minutes starts with a disclaimer that it is not based on real events, but real hopes. It tells the story of a talented young girl Pia, who wants to be a designer, which she seems gifted at, while her father expects her to become something ‘respectable’.
Pia’s talent is established with an outline of how she got into designing, and her rise in fame in social circles thanks to her talent. Her designs are picked up by her school and students. The conflict arises she begins to imagine a life as a designer while her parents want her to have a ‘respectable’ job after getting an MBA. One of Pia’s teachers tries to convince the girl's parents to allow her to explore her talent, without much success.
The teacher arranges a 'special call' for Pia and her family. The call is carried out using Microsoft products and services (laptop, phone and Skype). It is revealed that Pia’s teacher has approached Ranaut to appeal to Pia’s parents so that the young girl can get the chance to excel at something she is good at. Ranaut begins by complementing the young designer. She goes on to talk about how there are a handful of talented people in this world willing to put in the work required to realise their dreams. She makes a heartfelt appeal to the parents to give Pia a chance, by supporting her and not forcing her to revolt (like Ranaut had to, running away from home).
At this point Pia and Ranaut get into a discussion around fashion. When Ranaut jokingly tells the parents not to let Pia become a designer, the father interjects to reassure Ranaut that he will let his daughter follow her dreams.
The film ends with the brand's messages 'Skype with Microsoft Lumia' and the #MakeItHAppen.
Creative agency: J. Walter Thompson
Creative: Sayantan Choudhury
Senior creative director, art: Sumonto Ghosh
Account management: Saurabh Saksena, Neetika Aggarwal, Anusheel Chowdhury
Planning: Pinaki Bhattacharya, Bhaskar Thakur, Kamakshi Thareja
Films: Mandeep Singh