In an effort to make people aware of the social side of their existence, Vedanta Group, a globally diversified natural resources major with interests in aluminum, copper, zinc, lead, silver, iron ore and oil & gas, has unveiled its first ever national corporate campaign under the platform of ‘Creating Happiness’, sharing with people the stories of hope, change, success and a better future. Vedanta Chairman Anil Agarwal’s vision of contributing to building sustainable communities and integrating sustainability as a core part of the business is at the heart of this campaign. While Ogilvy has the creative duties, Lodestar UM looks after the media duties of Vedanta Group.
The face of the campaign is little girl ‘Binno’, chosen from one of Vedanta’s community initiatives in rural Rajasthan. The main film featuring Binno has been conceived and scripted by veteran adman Piyush Pandey, taking a real slice out of Binno’s life, with her real parents, friends, doctors and school teachers playing the part. It shows how initiatives by Vedanta have brought a change in life around Binno, creating more happiness and opportunities for her.
Talking to exchange4media about the campaign, Piyush Pandey, Executive Chairman, O&M, said, “Beyond business, Vedanta is doing extensive work for sustainable development. We wanted it to be as realistic as possible unlike an ad, and thus we have shown real people with real stories. Binno, the main face of the campaign, is so amazingly charming. Her true story, with that charm, emotion, sentiment and happiness, will inspire many.”
Thitry-eight more films have been created by student filmmakers from around India as part of the campaign and have been uploaded on YouTube for public voting until March 20, 2012. The films will be judged by a jury that includes Piyush Pandey, Shyam Benegal and Gul Panag. Each team has also been given ‘cinema tickets’ for their films, inviting people to view the films on YouTube and vote.
Sharing another real life story that has been impacted by Vedanta’s initiatives and the main idea behind the campaign, Senjam Raj Sekhar, Director – Communications & Brand, said, “Sushil Kumar, the winner of KBC 5 was trained at one of the computer centers run by Vedanta. There are many stories like that. People know Vedanta for large acquisitions and business reasons, but hardly anyone knows about the hospitals, computer centers, mid day meals, aanganwadis that we run in partnership with the government and NGOs. The idea was to go beyond the number game and show the story of change, the impact on people’s lives because of these initiatives.”
Adding to the idea of inspiring others, Pandey said, “You get inspired when you see that there is so much being done. It inspires and moves me. I feel that I may start small, but I can make a difference. Large brands are not made in the head, but heart, that is why when you take the softer side and touch people, people remember you.”
The campaign, which has been launched on air from January 30, will run for about eight weeks on television. A Facebook page has also been created along with a site dedicated to the ‘Creating happiness’ campaign – www.creatinghappiness.in.