Murugappa Group has launched an integrated corporate campaign which includes eight films, each showcasing one its businesses and the role it plays in consumers’ lives. The campaign has been conceptualised by Ogilvy & Mather.
The films have been made in Hindi, Tamil and Telugu and will run for five to seven weeks, coinciding with the union budget season.
The campaign adopts the theme ‘Jud kar badhein’ (Let’s progress together) and this is reflected in the films.
One of them (above) portrays a farmer Hariprasad Banki in Amalapuram. As his playful and happy young children get ready to go to school, the voice over describes how his farm is a special part of his life. It is the source of his family’s happiness. Similarly, a part of Murugappa Group’s heart is Coromandel, says the narrator, as the film cuts to Bankhi entering a fertiliser store of the brand. The voice over adds that the store doesn’t just stock fertilisers and crop protection products, but abundant hope of a better tomorrow. The film ends with the farmer tending to his farm with a smile, while his sons play around, and the voice over surmises, ‘Kyunki jab do tukde judthe hain, tabhi hoti hai ek nayi shuruvaadh. Murugappa Geoup – jud kar badhein’ (Because only when the two parts meet, does a new beginning start. Murugappa Group – Let’s progress together).
The other films follow a similar construct, but with different storylines for different products from the group. The film for Chola health insurance showcases a mother and her dreams of seeing her injured young daughter recuperate in time for a dance performance. A lady in Bengaluru sees her dreams come true, when her domestic help’s daughter progresses towards employment – adding to the celebration with a sweet dish is Parry’s sugar. A cabbie buying his car finds a partner in Chola Finance, and so on.
Hindi version of the ads
Tamil version of the ads
Telugu version of the ads
Client: Murugappa Group
Team: Vijayalakshmi D (Sr. AVP, group corporate communications), Mathangi V, Prasad RV