McCann conceptualises first-ever TVC for Vedanta

The TVC was launched across national television channels as well as multiplexes

e4m by exchange4media Staff
Updated: Jan 31, 2020 12:15 PM


Vedanta Ltd

Vedanta Ltd, one of the world’s leading petroleum and metals company, has unveiled its first TVC themed #KabhiSochaHaiKya which is designed to create awareness with the audiences on the importance of metals in our day-to-day lives. Saluting miners for their invaluable contribution, the new TVC gets us thinking as to where all the important things that we use in our daily lives have come from.

The TVC is part of Vedanta’s larger brand campaign titled ‘Desh Ki Zarooraton Ke Liye’. The company is launching the TVC across multiple national television channels as well as multiplexes. This will be aired on leading channels supported by digital, outdoor and retail activation plan. The company plans to roll out a total of 5 TVCs over the next few months.

Anil Agarwal, Chairman, Vedanta Resources said, “Can we enjoy life’s good things without mother earth’s blessings? Metals such as iron, steel, zinc, copper, silver, etc. have become a part of our lives, but humne kabhi socha hai kya (have we ever thought about) where do these metals come from? Our entire campaign revolves around these questions as we salute the miners who toil hard, day in and day out, to make these metals available to us from our very own mother earth in an environmentally sustainable manner. #SahiSochBadaleZindagi”.

Commenting on the campaign, Prasoon Joshi, CEO, McCann World group, said “This is a very unique campaign. Our team has brought out the message in the most creative and innovative manner possible. We indeed need to appreciate the good things that we are privileged to have in our life and thank mother earth.” The film uses a kid’s curiosity to drive home the key messaging. It runs into a journey where the commercial moves into answering the question raised by the child, “where does the nib of a pen come from?” It explains the fact that the nib of a pen comes from steel, which comes from iron and which, in turn, comes from Mother Earth, and this is where all good things that we use in our daily lives come from.

Speaking on the company’s new thematic rendition, Roma Balwani, the company’s director, communications and brand, says: “Vedanta is committed to Desh Ki Zarooraton Ke Liye and our vision is to make India self-sufficient by harnessing her true potential with respect to natural resources in the most responsible way.”

“Desh Ki Zarooraton Ke Liye is the thematic rendition of Vedanta’s brand campaign, which is aimed at creating awareness through this powerful visual narrative with respect to natural resources that facilitates everyday needs in life and acknowledges the contribution of the miners who are responsible for mining in a sustainable manner,” she adds.

The brand campaign is a reflection and a tribute to the natural resources industry pays to the miners for their invaluable contribution towards our country’s progress

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