THE STORY OF AMIT

Short List
TitleTHE STORY OF AMIT
BrandGOOGLE INDIA
Product / ServiceGOOGLE PHOTOS
CategoryA03. Online: Fiction & Non-Fiction
EntrantR/GA Singapore, SINGAPORE
Idea Creation R/GA Singapore, SINGAPORE
Production LOWE LINTAS INDIA Mumbai, INDIA
Production 2 The Elements Production, INDIA

Credits

Name Company Position
Mark Tipper R/GA Singapore Executive Creative Director
Christer Eriksson R/GA Media Group, Singapore Regional Managing Director Strategy
Antti Toivonen R/GA Media Group, Singapore Creative Director
Louisa Ibing R/GA Media Group, Singapore Group Account Director
Tenny Ker R/GA Media Group, Singapore Account Director
Sebastien Py R/GA Media Group, Singapore Producer
Uma Reade R/GA Media Group, Singapore Senior Copywriter
Sapna Chadha Google India Country Marketing Manager
Samit Malkani Google India Brand Lead
Hana Marsalkova Google APAC Product Marketing Manager
Arun Iyer Lowe Lintas Chief Creative Officer
Naveen Gaur Lowe Lintas President
Dallbir Sing Lowe Lintas Associate Vice President
Manzoor Alam Lowe Lintas Creative Director
Arko P Bose Lowe Lintas Group Creative Director
Anurag Prasad Lowe Lintas Executive Vice President
Sumant Bhattacharya Lowe Lintas Vice President
Naman Pal Lowe Lintas Account Manager
Anand Ghandi Element Films Director
Sandeep Patil Element Films Producer
Nikhil Mahajan Lowe Lintas Senior Vice President
Ishita Misra Lowe Lintas Creative

The Campaign

Photographs enable us to relive our memories. But what if you never saw those memories? How is it to go down your visual memory lane for the first time in your life? To bring this to life, we looked for true stories around this thought, reaching out to organisations and institutions for help. The Nirmalaya & Tej Kohli Foundation introduced us to Amit’s family. Amit was about to undergo eye surgery after losing his sight as a teenager, and his family were keen to make that moment special. This is the true story of Amit, a blind man who has no visual context for his past life. After regaining his vision he gets to relive all his precious memories with the help of the Google Photos app.

Creative Execution

We collaborated with Nirmaaya & the Tej Kohli foundation who led us to Amit from Jhansi, India. After years of blindness, he was waiting to have surgery to get his eyesight back. The day Amit got his eyesight back, he also got the chance to relive his old memories – the ones he never saw. We teamed up with his family and documented the entire journey, spanning over 3 days, as it happened. The launch of the campaign took place on Google’s YouTube where Amit’s story has gone viral since.

1.3 million+ unpaid YouTube views, overall a great response from the audience

Once in a while we discover a true story about someone who’s used a Google product in a special way. All over the world, we tell these human stories to show how our technology can benefit people. This is not a campaign, but a story captured as it happened. It is created to live a life of its own on YouTube simply to bring a true human story to our audience.

Real memories are abstract and photos of memories are often disparately and chaotically spread across many people and platforms. Google Photos app enables you to organize and relive your memories unlike any other photo app. We wanted to remind people in India of the power of memories and the joy they can bring when you have them perfectly organized and searchable, just a tap away. We began with a premise: what happens when someone who hasn't seen his memories relives them? Can we capture the real emotion and the power of memories, as represented through photography. Not as a scripted story, but as something as real as life – like the one of Amit’s. Such a profound moment is best expressed as long form video, making YouTube a natural place to house it. We also chose not to use any paid impressions and simply let the true story do the talking.

Links

Video URL