Tata Tea has extended its 'alarm bajne se pehle jaago re' (wake up before the alarm rings) though with a new film.
This film targets the growing issue of student depression and suicide, and urges parents to do their bit to prevent this. It is based on the 2015 report from the National Crime Records Bureau (NCRB), which stated that 8,934 students committed suicide in 2015.
Conceptualised by Mullen Lintas, the film opens with a father and son walking on the streets. The son is leading the way and he urges his father to walk quicker. As they're walking the son starts talking about different subjects and how he may have performed. The father looks disinterested though and has stopped by an ice cream stall.
The boy is upset and wonders how his dad is eating ice cream before collecting his results. He tells his father to postpone it until they pick up the results. The father tells him that picking up the results can be pushed instead, and ice cream comes first. The son hesitantly asks 'But dad, what if I fail?'. The father nonchalantly replies, 'So? It’s ok', and proceeds to order the ice cream. Knowing that his father understands his worry immediately comforts him and the film ends with the duo enjoying the ice cream.
Client: Tata Tea
Creative agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan, Trishna Parkash, Merlyn Miranda, Abbas Mirza
Account management: Kishore Subramanian, Lopamudra Bhattacharya, Pritish Wesley, Anahita Brar, Dwigvijay Devraj
Planning: Ekta Relan, Sushma R Rao
Production house: The Wired Society
Producer: Avnish K Bhardwaj & Supriya Sarin
Director: Supriya Sarin
Film department: Satyajit Ganu