Conceptualised by ADK’-Fortune Communications, a WPP company and a part of Wunderman Thompson South Asia Group, Namaste India Dairy, has launched a film with a message encouraging vaccination with a twist of humor. The film looks at a typical Indian scenario where blind faith is mixed with a little misunderstanding around a fictional ‘Teeke Vale Babaji’ that ends up with a surprising message.
It starts with a horde of devotees rushing to visit the Baba (godman). Barging into his meditation room, one of the devotees pleads with the Baba, who has his eyes closed since he is meditating, to give a solution to the menace caused by covid-19. Still with his eyes closed, the Baba answers, “Teeka lagao, corona bhagao” (get the vaccine, and fight the coronavirus. However, the Hindi word for vaccine ‘teeka’ can also mean mark on the forehead often made as part of religious customs).
What ensues is a frenzy to get said ‘Teeka’ (the forehead mark) with everyone from news outlets to e-commerce companies cashing in on the craze. At the end of the video, the godman is seen going to a vaccination centre, and when asked by his devotees why he was there , when he claimed the ‘teeka’ (forehead mark) would help fight the disease, he clarifies that he meant getting the vaccine, and not the forehead mark.
Detailing about the idea behind the film, Atul Santosh, marketing head, Namaste India Dairy, said, “Namaste India Dairy wanted to do its bit for the country’s vaccination drive by celebrating life, with all its quirk and humour. The core idea blends in with what we stand for as a brand. This will hopefully nudge people to get vaccinated to protect themselves and the nation at large.”
Speaking about the conceptualisation and execution, Nakul Sharma, vice president and executive creative director, ADK -Fortune, said, “It was a very challenging brief from Namaste India as we had to use humour to make a serious point. The team rose to the challenge and believe that the end product drives home the message in a memorable and fun way.”
About ADK Fortune Communications
Asatsu- DK Fortune is a JV between Asatsu a well known Japanese advertising agency and fortune advertising which is a sister concern of JWT India. Established in 2008 in Gurgaon, ADK-Fortune Communication is recognized as more than just a creative agency. Presently, it is reckoned as the most admired communications and branding powerhouse that provides 360 degrees of communication solutions to its clients. The agency strives towards ideation, strategy, planning, ad film implementation, digital stratagems. ADK Fortune Communications has eminent clients from across the sectors like Mankind, Honda, Radico, Ghadi, MRF, Schmitten, Hoppits to name a few. The agency ensures that the solution to the clients is integrated with the latest and pragmatic direction.
Website for reference: https://adkfortune.com/
About Namaste India Dairy
NIF Pvt. Ltd. is an Indian Dairy Company, the sister concern of 7000 Cr. RSPL Ltd., is committed to supply pure milk and fresh milk products. Company has two fully automated plants at par with international standards one is Located at Shivrajpur, 31 km. away from Kanpur Nagar, and another is located near Modinagar 34 km. away from Ghaziabad. The company collects, processes and pasteurize 9 Lakh liters of milk per day. It has collection centers in 3900 villages and will be extending to 4900 villages in the upcoming two years. The company is establishing Milk Chilling Centres at a distance of every 50 km. from its Dairy Plant. It strictly follows the rules of cleanliness while processing/ pasteurizing its products. The company’s product portfolio includes Pasteurized Milk, Pure Ghee, SMP & Dairy Whitener, Paneer, Buttermilk, Sweet Lassi, Curd and other dairy products.
Website for reference: https://www.namasteindiafoods.com/