The Campaign

The Advertising Standards Council of India (ASCI) is a governing body which give us the guidelines and advertising norms in India. It is mandatory for all advertisers to follow ASCI norms. Complementing the ASCI Code are Indian laws governing specific media, specific populations, and specific goods and services.

Results

Background: Every day, India’s largest popcorn brand Act II spreads joy amongst millions of cine-goers. Every day, the corn growing farmers across India toil for hours in the sun, unaware of this fact. Objective: To share the joy of watching a movie over popcorn with the corn growing farmers. Idea: One evening, the corn farmers of Thanewadi village were in for a pleasant surprise. Execution: We invited them and their families to enjoy the latest Bollywood potboiler over popcorn. The village square was turned into a makeshift cinema hall. A vibrant cinema truck projected the movie on a 70mm screen. As many enjoyed the bucket full of joy while watching the movie. Next morning, the Act II truck headed to another such village and shared the joy with many more.

For corn growing farmers of the Thanewadi village who had never enjoyed watching a movie over popcorn, the campaign - 'Bucket full of Joy' came as quite a special surprise. Every day, they toil for hours in the sun, unaware of the silent yet catalytic effect they've had on the India movie-goers. One evening, we invited the corn growing farmers and their families to enjoy the latest Bollywood potboiler over popcorn. The event became an experience of a lifetime for the farmers.

Act II has been a household name in the cities, for decades. But with the 'Bucket Full of Joy' campaign, the brand is getting more popular and managing well to penetrate further into the rural India. The campaign is getting picked by several local news channels and newspapers, generating positive PR for the brand. The 'do good' approach has helped the brand further with striking the emotional chord with the city audiences. Hence, strengthening the brand image even more.

For decades, popcorn has played an integral role in enhancing the Entertainment experience for us. So, Act II, the largest popcorn brand who has been spreading joy with millions every day, decided to ditch the traditional medium, and try a unique way to connect with its audience. Bucket full of Joy, a grand movie screening for the corn farmers across India over popcorn. A special treat for these farmers who themselves have never enjoyed the movie & popcorn experience.