Giving, in these times of having more of everything except time, has become a reluctant, or worse, transactional act at times. The teams at Daan Utsav though, have been working invisibly to transform it into a joyous act, a festival of giving that encourages all to give – regardless of form or scale. This year, Daan Utsav brings a new perspective to giving. When it comes to giving, people usually think of money, clothes or food. This year’s campaign urges people to think about giving time – to their domestic help.
#Giveanoff is about giving an off to the domestic help at home, especially on a holiday when her/his family maybe home.
#Giveanoff is conceptualized by Dentsu One, a Dentsu Aegis Network Company. The idea is brought alive by a film that went live on 1st October.
The film is a touching glimpse into the life of a woman who works as a domestic help. We see her cooking several things, including Seviyan, Halwa, and Laddoos, as if on a daily routine.
We later realize that she was cooking all these for her own children in a small slum house.
She weeps as she sees them enjoying the delicacies lovingly prepared by her. We hear her reflect how she was feeling happy not because she could feed her children like never before, but because she could give them what she herself never received: The cherished time between children and a parent.
In showing one tiny slice of life, the film aims to open up the world of possibilities when it comes to giving.
The film is also scheduled to play in cinema halls. The campaign also involves radio spots, posters in schools and residential colonies, POS in grocery stores – all encouraging urban Indians to be kinder to the folks who work for them.
The Team:
Principal contact, Daan Utsav: Aarti Madhusudan
Planning: Narayan Devanathan, Paroma Ganguly and Anupriya Prakash
Creative Team: Titus Upputuru, Rajesh Minocha, Nandini Pathania, Soumyajot Roy
Agency Producer: Dawa Lama
Media Planning: Divya Karani, Venkataraman Balachandran
Production House: 7 Films
(Supported by Joshua Tree Films)
Executive Producer: Lloyd Baptista
Director of film: Titus Upputuru
Director of Photography: Malay Prakash
Music Director: Durgesh Vishwakarma
Radio Production: Content Factory
Retail Partner: Spar Hypermarket