Murugappa Group portrays its role in realising dreams, as a partner in progress

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).

Tamil version of the ads 

Telugu version of the ads 

Credits

 

Client: Murugappa Group

Team: Vijayalakshmi D (Sr. AVP, group corporate communications), Mathangi V, Prasad RV

 

Agency: Ogilvy & Mather, Bengaluru

SVP and head of advertising, South: Tithi Ghosh

ECD: Steven Hough

Associate CDs: Deepesh Rajani, Sumedh Rasal

 

Production house: Elements, Mumbai

Director (film): Vivek Daschaudhry

Music director: Hanif Sheikh

Producers: Sandeep Patil, Sandeep Singh Bedi

 

Also read:

 

Happy Lohri, Pongal, Sankranti: Murugappa Group sings an ode to #TheMostImportantJob, says #ThankYouFarmers