|Title||#PRESSUREMAKESBETTER PRESSURE OF GETTING MARRIED|
|Product / Service||RALCO TYRES|
|Category||A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||BBDO INDIA Mumbai, INDIA|
|Idea Creation||BBDO INDIA Mumbai, INDIA|
|Production||CODE RED FILMS Mumbai, INDIA|
|Additional Company||RALSON (INDIA) LIMITED Mumbai, INDIA|
|Josy Paul||BBDO India Pvt. Ltd||creative|
|Hemant Shringy||BBDO India Pvt. Ltd||Creative|
|Yash Modi||BBDO India Pvt. Ltd||Creative|
|Harshil Shah||BBDO India Pvt. Ltd||Creative|
|Gajraj Rao||Code Red Films||Direction|
#PressureMakesBetter: The film opens on a heated, high-pressure, one-way conversation at a wedding where all senior members of the family have cornered the unrevealed protagonist to pressurise him into getting married. The situation speaks to every viewer who has either gone through this or is going through this when he or she encounters extended members of his or her family. It is only in the end, when the camera finally focuses on the person sitting in the ‘hot seat’ that viewers realize there is a Tyre that is being subjected to this torture test. Despite the pressure, the tyre is calm, composed. The film demonstrates the pressure taking ability of the tyre while taking the viewer off road and catching one off guard. It ends with a life truth that only those who can perform under pressure become tougher and better, like Ralco tyres.
With a population of over 1.3 billion people, we are a nation that has learnt to grow under pressure! Demand overtrips supply as a result we have more people, less jobs. There is pressure to keep a job, there is pressure to manage with a paycheque that doesn’t do justice to our aspirations and ultimately there is pressure to posture richness. The social and cultural pressures are part of everyday life, unlike other cultures we don’t fight pressure, we have learnt to be resilient and those who can be resilient under any pressure are seen as go-getters and super achievers!