Title | MOTHER |
Brand | RECKITT BENCKISER |
Product / Service | MOOV PAIN RELIEF CREAM |
Category | A03. Healthcare |
Entrant | McCANN INDIA Mumbai, INDIA |
Idea Creation | McCANN INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
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 woman bends down to touch the feet of her mother. The mother, instead of giving a normal blessing, gives an unusual partial blessing as the young woman didn’t bend down all the way and touch her 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.
Mother Young woman: I touch your feet mother. Old woman: May you have a happily married life, till next Saturday. AVO: For full blessing, do full bending. Moov Back Pain Relief Cream.