Orient Electric pitches Independence Day as a day to do something good instead of a holiday

Watch a video of the initiative conceptualised by Contract Advertising here

Aug 16, 2016 06:17:00 AM | Video | Campaign India Team Share - Share to Facebook

To celebrate India's 70th Independence Day, Orient Electric rolled out an initiative titled '#DoALittleGood'. 
The initiative was conceptualised by Contract Advertising and is in honour of martyrs who lost their lives fighting for independence of the country. 
The company, a consumer electrical equipment manufacturer, organised a surprise trip for two unidentified families over the just concluded long weekend. Unaware of the destination, the families assumed that they were going to a holiday destination until they meet a man who directs them to a memorial and introduces them to the families of national martyrs. The message Orient looks to send out is that people should look to do something good on Independence Day by honouring the country’s fallen heroes, rather than simply treating it as a holiday.
Client: CK Birla Group
Brand: Orient Electric
Creative agency: Contract Advertising