India| July 2020: On the 12th and 13th of June, Mamaearth
completed its first marketing campaign shoot post the COVID-19 lockdown. One of
the very few proper campaign shoots that have managed to take place since the
lockdown, this shoot is a great example of how we are slowly coming back to
normalcy, albeit with precautions.
With the end of the lockdown, a new phase in the COVID-19
pandemic is upon us. The virus still lurks but restaurants and malls are
reopening with safety precautions in place, people are venturing out of their
homes with masks and hand sanitizers. This new phase has brought a sense of
optimism in people and businesses alike. While businesses are opening up in
different ways and in differing speeds, brands like Mamaearth are showing us
the way forward in what will be the new normal for the marketing and
advertising industry.
With the launch of their new “Goodness Inside” campaign, Mamaearth
has set an example ofhow brands can navigate this difficult environment and still
produce purposeful content for their consumers. As soon as the lockdown ended,
they went ahead with the shooting of the“Goodness Inside” film.Conceptualised
by Korra Worldwide and shot by Flying Boots Production by Nitesh Gulaniya, the
shoot was completed over a period of 2 days with a 40-member crew and multiple
actors including a dog and a baby! The filmhas become an exemplary instance of
how a full-fledged production can take place while complying with the
Government regulations completely.
Since its inception in 2016, Mamaearth has
stood by the promise of honesty and goodness in everything they do. Through
this campaign, they want to extend the thought of “goodness is a choice” and
“goodness inside” to its millennial consumers. It is a
digital and social media led campaign with thekey message that goodness isn’t a
superpower or a special gift. It is simply a choice that you make every day,
just like the choices Mamaearth has made. Mamaearth products are made from the
best of nature, and have no
toxins, no harmful chemicals, no animal testing, no plastic impact.
The
main video of 1-minute shows multiple situations where
people can make good choices in their daily lives to make the world a little
better. And with each little choice, we head towards a much better future. This
video will be followed up by multiple smaller edits focusing on one situation
and one category of products from the brand.
While there were certain challenges in terms of limited
number of crew members and the requirement of a much bigger shoot space, that
did not deter Mamaearth and the production house from shooting thisinspirational
film. All necessary precautions were taken to ensure the safety of those
involved in the shooting. This included checking the travel history of everyone
who entered the set and the use of PPE kits, gloves and masks. All the
equipment was sanitizedbefore it was brought to the set. The production house
had employed 3 spot boys only for the job of sanitizing everything on the set
after every 15-20 minutes! The crew members were requested to bring food from
home and use their own cars or cabs that belonged to the production house and
were sanitized everyday. There was a doctor and an ambulance available on the
location for any emergency medical assistance.
The
launch of this film has proved that the current crisis is not a limitation but
a new opportunity to work more efficiently. To pull out a film in a situation
like this is as inspiring as the film itself!
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