Nestlé India adopts goodness with a sibling bond

Nestlé India has embarked on a corporate campaign with the theme ‘Share Your Goodness’. A film conceptualised by McCann Erickson as part of the campaign has been on air for over a week. A media road block on select channels has also been executed.

The film tells the story of a young girl adopted by a nuclear family with a young son little older than her, and their relationship. Right from the ride back from the adoption centre, the boy’s insecurities characteristic of a young sibling unfold. He clings on to his mother at every opportunity, unseating his new sister. But over time, the warmth in their relationship grows. As she bottles worms from their garden, he looks on, fascinated. As she climbs atop a kitchen shelf to fetch a jar of sweets / cakes, he smiles. As she shares one with him, the ice is broken. And as the kids huddle in a corner to enjoy their treat, a voice over delivers this message: ‘When goodness is shared over food, life smiles’. The films ends with Nestlé’s promise of ‘Good Food, Good Life’.

This campaign will straddle media vehicles ‘in a sustained manner and will encourage people to share their goodness with others and recognise the goodness that they see’, informed a Nestle statement. A #ShareYourGoodness on Twitter has been activated, and campaign-related content will be uploaded on shareyourgoodness.in

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Credits

Client: Nestle India

Creative agency: McCann Erickson

Chief creative officer : Prasoon Joshi

Creative team: Prasoon Joshi, Pradyumna Chauhan, Rohit Devgun

Account management team: Alok Lall, Dip Sengupta, Nikhlesh Jhingan

Strategic planning: Jitender Dabas

Film supervision: Jeet Kalra

Production House: Nirvana Films

Media agency: ZenithOptimedia India