vivo urges families to overcome obstacles and celebrate ‘Together with Joy’ this Diwali
The highlight of the film is that it has been shot on a vivo phone while the conceptualising is done by FCB India
Oct 21, 2022 03:48:00 PM | Video | Partner Content
As the festival of lights approaches, vivo, the global innovative smartphone brand, zooms in on the concept of togetherness. The Diwali campaign named #TogetherWithJoy asks viewers to let go of their iniquities and join in the festivities with nothing but love.
The highlight of the film is that it has been shot on a vivo phone, while the conceptualising is done by FCB India.
The film starts with a scene where an old man is on a video call with his granddaughter. As soon as she asks him if he’s done packing, he promptly tells her that she’s the one who should be packing since they always celebrate Diwali at his place. Realising that she slipped the news, the girl’s father pulls the phone from her hands and tells his father that he was going to inform him about the same.
The son then reveals about his last-minute investor meeting, which requires him to stay in town and miss celebrating Diwali at his father’s place. He asks his father to come to his place instead, as it is his home too. His father feels upset but hides his disappointment and supports his son before hanging up.
Seeing the grandfather upset over not being able to spend time with his family, the house help is determined to help him. The grandfather keeps watching a video that is sent by his granddaughter showing him how her rangoli is not turning out to be good without him.
Soon, the grandfather’s house help keeps a glass of juice on his table and tells him that it’s important to be with his family on Diwali, irrespective of where they spend it.
Letting the words of the house help sink in, the grandfather goes back to the video that his granddaughter had sent him and suddenly spots something that makes his eyes misty and emotional. He zooms onto the nameplate and gets teary-eyed, seeing his name on it.
As the day of Diwali approaches, the family is lighting lanterns in their home, when the son receives a call from his father. He answers, and the family wishes him a happy Diwali when the father asks them if they will open the door and wish him in person. The surprised son runs and opens the door. Seeing his father standing there, the son asks why he didn't inform them about coming. In return, the father asks his son if he needs an invitation to come to visit his own home.
Documenting this reunion with the vivo smartphone's lens, the family is seen together once again on the day of Diwali. This time at a different place, but with the same people. They hug and celebrate.
Yogendra Sriramula, head, brand strategy, vivo India, said, “People are getting ready to celebrate Diwali with full zeal and excitement after two years of soft celebrations in which people were forced to spend festivals away from their families. Diwali is a festive time for people to gather and bond with their family, friends, and loved ones. However, with the zillions of things we juggle in daily life, misunderstandings and friction do occur in relationships. vivo, on the other hand, hopes that by communicating our feelings and emotions through today’s preferred medium - images and videos - we can build bridges and strengthen these bonds. With this campaign, we hope to celebrate the true spirit of the holiday with consumers as they share the joy of family togetherness.”
Surjo Dutt, chief creative officer, FCB India, said, “I believe the film captures the true spirit of joy celebrated with togetherness and makes for an emotionally charged partnership with vivo.”
Abhinav Kaushik, president, FCB India, said, “vivo has been leading the category with innovations and delivering immense joy to its users across the spectrum. And with this Diwali campaign, the cultural relevance of ‘togetherness’ and ‘Joy’ goes a notch higher. The passion and understanding of team vivo and us went hand-in-hand throughout this beautiful process of creation. The evidence of this contagious chemistry between the two partners is aptly captured in a story that swells the heart with emotion and delivers a powerful message.”