Mumbai: Reeling under the impact of the COVID-19 pandemic, people are learning new ways to conquer their stress. Of course, spending quality time with family continues to be the most preferred mode to finding relief during these weary times.
Hence, keeping this notion in mind, an extraordinary initiative was recently undertaken by the children of Ashiana Kid Centric Homes. In an attempt to enhance the skills they had once learned, the kids decided to try their hands at activities that they had never indulged in before; and in doing so, drawing-in the participation of their families too, simultaneously, spontaneously and all in chorus. The stills and videos captured here are heart-warming and sharing it with the world only seemed natural. Consequently, to highlight the efforts initiated by the children, Ashiana Kid Centric Homes, in partnership with Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network (DAN), has put together a video that stitches these moments and memories into one whole. While a poetic narrative runs in the background, the video showcases children cooking fancy dishes, learning new forms of craft, attempting yoga poses, and trying dance-offs with their parents.
Talking about the video, Ankur Gupta, MD, Ashiana Housing Ltd said, “Ashiana Kid Centric Homes is built around the premise of giving a wholesome upbringing to our children. These are trying times and kids too are feeling a lot of stress and confusion as they continue to stay at home. However, when I see the positivity that these kids are spreading, in ways in which they have adapted to this world-changing event, I feel like a proud parent.”
Malvika Mehra, Chief Creative Officer, Dentsu India added, “The Covid-19 situation is testing our limits, personally and professionally. So when our client shared footage of what our little kids were up to at Ashiana, it was heartening to see the burst of positivity and enthusiasm. We decided to stitch a fun video for them – our tiny attempt at a rainbow amidst the dark clouds. The flip side of the restrictions posed by this pandemic to us as brand communicators are that the stories and content we are creating is becoming more real and relatable. It’s often raw and unpolished, but infinitely more authentic. And convincing. Not a bad place for brands to be heading.”
Asheesh Malhotra, Executive Vice President, and Branch Head, Dentsu India – Mumbai commented, “There is nothing more hopeful than hope itself. That’s what our little ones gave us; (one locked-down) day after day. The film is a tribute to this little army of hope.”
‘Behtar Parvarish Ka Pata’ has been the philosophy for Ashiana Kid Centric Homes. The property and its facilities are planned to give the children of the resident’s families an upbringing that makes them responsible citizens of the country.
Client: Ashiana Housing Ltd.
Creative Agency: Dentsu India
Agency Brand Team: Malvika Mehra, Asheesh Malhotra, Ritu Sinha, Divya Saxena