| Title | THE STORY OF AMIT |
| Brand | GOOGLE INDIA |
| Product / Service | GOOGLE PHOTOS |
| Category | A03. Online: Fiction & Non-Fiction |
| Entrant | R/GA Singapore, SINGAPORE |
| Idea Creation | R/GA Singapore, SINGAPORE |
| Production | LOWE LINTAS INDIA Mumbai, INDIA |
| Production 2 | The Elements Production, INDIA |
| 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 |
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.
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.