|Product / Service||MOOV PAIN RELIEF CREAM|
|Entrant||McCANN INDIA Mumbai, INDIA|
|Idea Creation||McCANN INDIA Mumbai, INDIA|
|Priyank Narain||McCann Worldgroup||Senior Creative Director|
|KAPIL BATRA||MCCANN WORLDGROUP||Executive Creative Director|
|ASHISH CHAKRAVARTY||MCCANN WORLDGROUP||National Creative Director|
|Rohit Devgun||MCCANN WORLDGROUP||Executive Creative Director|
|PRASOON JOSHI||MCCANN WORLDGROUP||Chief Creative Officer|
In India, as a sign of respect, younger people bend down and touch the feet of their elders. In return, the elders would give blessings like ‘May you live a long life’ or ‘always be happy’. But these days youngsters aren’t making the effort of bending down all the way. This radio spot is a satirical take on this observation. In this spot, a young man bends down to touch the feet of his uncle. The uncle, instead of giving a normal blessing, gives an unusual partial blessing as the young man didn’t bend down all the way and touch his uncle’s feet. We then end with the Announcer Voice Over saying - if you desire a complete blessing, make the effort of bending all the way down to the feet. And we then sign off with the brand - Moov, a back pain relief cream.
In India, as a sign of respect, younger people bend down and touch the feet of their elders. In return, the elders would give blessings like ‘May you live a long and prosperous life’, or ‘Be happy forever’ or ‘always be happy’. But these years, this custom has been reduced to a mere formality with people saying ‘I bend down to touch your feet’ but barely stretch their hands beyond the elders’ thighs or knees.
Uncle Young man: I touch your feet uncle. Old man: May you live a long life son, but not too long. AVO: For full blessing, do full bending. Moov Back Pain Relief Cream.