Tuesday, March 25, 2014

'Goodness' personified : Nestle's new campaign

It is not uncommon that food and drinks' ad campaign encourage sharing as a way of caring (Remember Coca-cola?). The latest campaign by Nestle banks on this initiative, terming it - 'Share Your Goodness'.

The  extended version ( Source: YouTube)

So while Nestle has taken the liberty of making two version of the films (the longer one - 3 min and the shorter on 1.30 min), each of it pretty much summarises how food can truly be a common point of contact and concern that humans share. A touching take on a family that newly adopts a daughter, it gives us a sensitive insight into the little initial hiccups that their son has to come to terms with - sharing his space, sharing his parents' love, sharing his books and so on. However it all falls into place when she sneaks into the kitchen and shares a cookie with her sibling with absolute innocence and purity - that is all that takes to bind them together.

With the advent of high-end editing softwares and camera technology,what still seems to have the maximum effect is a strong script and a simple, no-frills execution. Conceptualised by McCann Erickson and produced by Nirvana films, what sets the mood is the linear, non-dialogical story telling with an apt music score - nothing fancy, right to basics of human emotions. This will help the campaign not only cross language and cultural differences, but also gains widespread acclaim on the universal, ideological and relatable issue of adoption and sharing.

This ad serves an umbrella covering all the products by Nestle in India under the 'goodness' category.

The campaign originates from Nestle's belief that 'each of us has an element of goodness and it comes from the values, beliefs, strengths, ideas and understanding that we have learnt through others. I absolute agree with their observation that 'in our culture in India, consuming food goes beyond the pleasure of consumption and nutrition and is a natural opportunity to share our lives and build healthy relationships with our family and community.' Their research seems right on target and the ad wonderfully addresses and supports this observation.

This one is definitely one of the more deserving ads that stands by its tagline #ShareYourGoodness which it slowly wishes to sustain with the help of more campaigns that will follow on the same lines (the dabbawala ad, coming soon).

The Coca-Cola campaign that was on very similar ideology of 'sharing is caring' was their 2013 campaign with newbies Aalia Bhatt, Varun Dhawan and Siddharth Malhotra. This campaign was carried worldwide with different regional stars and commoners with lot of success.

Other Credits for Nestle:

Chief Creative Officer: Prasoon Joshi
Creative Team: Prasoon Joshi, Pradyuman Chauhan, Rohit Devgun
Media Agency: ZenithOptimedia India

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