#DaresOfGoodness Ad Film for Daikin
#DaresOfGoodness
Daikin, world’s #1 air conditioning company wanted to leverage its brand power during the cricket league session.
CHALLENGE. Daikin wanted to propagate its new communication - 'Fill the Air with Goodness' in a way that brings forth the association of Daikin with Delhi Daredevils during the IPL season. The challenge was to break through the clutter of content generated during IPL and add a heart-warming communication for the audience.
SOLVE. Choosing the right communication channel was crucial to the success of the campaign and we decided to support the campaign by creating two short video films which were released on social channels with the tagline #DaresOfGoodness. The theme of the videos was around the acts of a kid who seemingly looked mischievous but ended up being #DaresOfGoodness.
APPROACH. We made DAIKIN heard amidst the noise by going DIALOGUE-SILENT albeit maintaining the loud, naughty, passionate and charged-with-emotions tonality of the IPL. The only audio elements used were MONKEY SOUNDS, NONSENSE LYRICS and MINIMAL INSTRUMENTATION. The plot was reflective of the unifying power of goodness and how it brings moments of happiness. The communication was made slick & swift, just like a T20 match, which set it apart before the audience.
Services
Digital Ad-Film, Digital Strategy, Content Marketing, Social Media, Digital Print & Video Production
SHARE
In the film, the kid is seen spoiling his white school-shoes by painting those black, thus leading to parents’ anxiousness, almost anger. Parents (and audience) only realize towards the end that the kid is in fact helping his poor friend whose black school-shoes are torn.
Fresh approach to narrative.
Over the years, and each year greater than the previous, Indian Premier League (IPL) has become a mecca of advertising opportunities. Narrative of the ad film was conceptualized bearing in mind the overwhelming noise that virtually every worthy brand makes during the IPL.
