Prime Focus Technologies partners with Brooke Bond Red Label in its ‘Inclusiveness’ Mission

Well timed with National Dwarfism Awareness Month, Brooke Bond Red Label’s latest piece of work, produced by Prime Focus Technologies (PFT), highlights the fact that people with birth related abnormalities can lead a pretty normal life, and sometimes even rock at it, well timed with National Dwarfism Awareness Month

by exchange4media Staff
Published - Nov 9, 2017 11:40 AM Updated: Nov 9, 2017 11:40 AM

Across the globe, people with dwarfism face social and physical barriers that stand in the way of choices and opportunities. Well timed with National Dwarfism Awareness Month, Brooke Bond Red Label’s latest piece of work, produced by Prime Focus Technologies (PFT), highlights the fact that people with birth related abnormalities can lead a pretty normal life, and sometimes even rock at it.

The ad comes as a breath of fresh air in the midst of the cacophony created by brands in October, a festive season.

But how did this idea originate?
In India, people with dwarfism are often faced with stereotyping and unflattering jokes. They are perceived as people with a great sense of humour who usually end up working in the entertainment industry. The idea behind this ad was for the lead character to challenge these hackneyed notions. This is where casting played a huge role. “Since this was a sensitive topic, we wanted to give it a different take, so people would stand up and take note of this very real situation that is faced by many in our country”, said Bhaskar Sitholey, VP, Creative Services, Prime Focus Technologies. “We went about casting people from all over the country and stumbled upon Mark Dharmai, world’s no. 3 ranking para-badminton player who has represented India at various tournaments and won numerous accolades. He was a perfect fit for the role.”

“I am very happy with the way this film has turned out”, said Shiva Krishnamurthy, HUL’s General Manager, Beverages. “I have found PFT to be passionate about their idea and very energetic and efficient in executing it. Well done on this #Unstereotype initiative!”

The ad is already making waves, with over 1 million views on YouTube alone and a huge number of views, shares and likes across other platforms.

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