Jewellery brand Tanishq launched a film-led campaign that aims to celebrate the commitment of the healthcare community. The campaign is for National Doctor’s Day. The film pays an ode to doctors for working tirelessly in the wake of the pandemic, and also recognises the contribution of their families.
Conceptualised by Dentsu Webchutney, the film revolves around a frontline doctor who is also a mother.
Ranjani Krishnaswamy, general manager – marketing, Tanishq, Titan Company, said, “Many of our consumers who come from the medical community have been bravely weathering the storm since last year, helping us feel safe one day at a time. While we wanted to honour their resilient and relentless spirit, we also wanted to pause and applaud the unconditional support offered by their families. It requires immense strength, courage, and selflessness to let your loved ones battle it out every single day for the greater well-being of others in need. This film is our humble salute to all such doctors and their inspiring families.”
Binaifer Dulani, creative director, Dentsu Webchutney said, “The narrative spun around the medical community often refers to them as superheroes – but when we do that, we fail to acknowledge that they are also human. Through this pandemic, they have constantly had to put us and our families ahead of their own, and that is an emotionally draining decision to make. This film tries to show a real relationship between a mother who is a doctor-frontliner and her daughter, and through it helps us all empathise with the medical community.”
Agency: Dentsu Webchutney
Creative director: Binaifer Dulani
Copy supervisor: Zeel Mehta
Group head art: Misbah Shahana
VP: G.D. Prasad
Account director: Ranajit Gopinath
Senior account manager: Phani Kumar
Senior producer – films: Mehar Sahib
Production house: Bratman Films
Director: Nisrin Aziz
Producer: Adil Aziz, Bharat Purohit
Tanishq: Gaurav Midha, Tanasha Amlani