|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 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.