Volini has rolled out a film that looks to celebrate those who are their for their parents.
Conceptualised by Lowe Lintas, the film opens with text that reads 'being there, matters'. It moves to the Mumbai airport and a man is shown inside a taxi. He's looking restless as the cab commutes through the city. As he encounters a traffic jam he gets out of the taxi and starts running towards his destination. He twists his leg and is seen to be in immense pain, but refuses to give up. He limps his way towards his destination which is revealed to be the finish line of a marathon. He has made it just in time as he takes his phone out to take a picture of his father crossing the finish line. The duo meet each other and exchange a 'high five' as the son congratulates his father for bettering his marathon time. His father then spots his son limping. The film ends with the father applying Volini on his son's foot and with the message 'Every child who takes the pain to be there for their parent deserves a pat on the back’.
Vidhi Salgoacar, head, Sun Pharma Consumer Healthcare, said, “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini."
Joy Mohanty, regional president – North & East, Lowe Lintas, said, “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”
Client: Vikram Ahluwalia, Vidya Meshram, Neha Gupta (Volini)
Creative agency: Lowe Lintas Delhi
Creative team: Arun Iyer, Janmenjoy Mohanty, Mohit Arora, Kanishka Vashisht, Nikhil George
Account management: Naveen Gaur, Nikhil Mahajan, Anusheel Chowdhary, Divya Tewari
Planning: Anurag Prasad
Production house: Chaikhari Films
Director: Amit Pandirkar