Home >> Advertising >> Article

ITC's latest film emphasises on its contribution

31-January-2018
Font Size   16
ITC's latest film emphasises on its contribution

ITC launched a multi-film corporate campaign that encapsulates the company’s inclusive growth philosophy in the thought ‘Sab Saath Badhein’. The objective is to enhance awareness on ITC’s meaningful contribution to national priorities of livelihood creation, doubling farm incomes and environmental replenishment.

ITC’s interventions like e-Choupal, watershed development and aforestation programme, have now achieved significant scale and the campaign highlights these initiatives along with the company's triple bottom line philosophy of building economic, social and environmental capital for the nation.

ITC’s e-Choupal ecosystem empowers over four million Indian farmers through its multi-dimensional rural initiatives while connecting them to markets and enabling price discovery, thus raising farm incomes. ITC's watershed development programme which covers over 8,36,000 acres is focused on building, reviving and maintaining water harvesting structures as well as implementing other measures which help to reverse land degradation, provide critical irrigation and increase agricultural productivity. Under its afforestation initiative, ITC has worked extensively with farmers to green over 6, 62, 000 acres to date. Most significantly, this programme has generated over 120 million person-days of employment, among tribal people, marginal farmers and farm workers.

Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square (part of the Ogilvy Group in India, said, “When you see a corporate philosophy in action -- changing lives on a large scale -- it inspires you. This campaign is born out of that inspiration.”

Mayur Varma, Executive Creative Director and Creative Head, Mumbai & Kolkata, Soho Square, added, “Children are the common thread across this campaign. They represent the future of India. This blends seamlessly with ITC’s future forward business approach.”
The ‘Sab Saath Badhein’ film shows four children, each struggling individually to reach their collective destination. This is a hurdle these children have to overcome daily.
Then one day, these children decide to change their approach: instead of struggling to reach their destination on their own, they combine their efforts and we see the difference this decision makes.

The films showcase how ITC brings alive its business philosophy of ‘Sab Saath Badhein’ through on-ground initiatives. These films are shot at ITC locations.

Paani Ki Lori - Watershed Development


Kal Ke Kisaan - e Choupal




Pedh Badhein Bacche Padhein - Afforestation


Sab Saath Badhein Philosophy

Tags Soho Square Sumanto Chattopadhyay ITC Ltd

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey