Bengaluru: A recent survey and social experiment conducted by YouGov & McDowell’s No1 Soda revealed that most friends prefer to not express their emotions about each other directly. The survey highlighted that those friends prefer not to say it out loud that they love their friends and are forever thankful for them.
In the time of social distancing, expressing emotions to yaars verbally has become challenging and ironically the need of the hour. Armed with the key finding of the study and keeping in mind the importance of showing gratitude to your friends, McDowell’s No1 Soda launched its campaign “Tu Mera No1 Yaar” with three new TVCs. The new campaign highlights the need to express one’s emotions when to their friends and appreciate them, without any hesitation. The visuals revolve around three different scenarios showcasing how friends, though sometimes taken for granted, always have our backs. Though they may pull your leg, at the end of the day they help you get back on track.
With the situation in the past few months restricting people from physically meeting each other, it was friends who made being apart bearable. Be it via video calls or virtual games, zoom birthdays or movie nights, friendships kept the millions inside their homes happy and entertained. We’ve all been conditioned to think that men are supposed be strong, calm and composed when it comes to their emotions and the very popular term of no sorry’ s and thank you’ s in friendship is interestingly still believed till today, however it’s about time we break that notion and encourage everyone to say it with words. The TVCs emphasize on the importance of not hiding your emotions but appreciating what you have. Just because affection and care in friendship is a given, doesn’t mean you can’t express it out loud. The campaign encourages all Yaars to declare to their friends saying “Tu Mera No1 Yaar” which has also been the iconic tagline associated with McDowell’s No1 Soda.
Expressing his views on the campaign Amarpreet Anand, Executive Vice President and Portfolio Head, Diageo India said, “The powerful insight of the importance of expressing one’s emotions to their yaars built the foundation of this campaign. We believe that in these troubles times not just saying it but also listening to how your friend feels and the importance you bring can be very reassuring. We would like to encourage this among yaars through an integrated campaign for the brand and hope to take one step forward into meaningful friendships. The campaign is going live when the T20 league is on, which is a greatto kickstart the journey. We hope through our efforts wecan encourage friends to appreciate each other, their company and their support through life’s ups and downs. McDowell’s No1 Soda since its inception has believed in celebrating friendships and we now aim to reinforce it, stronger.”
Amit Kekre, National Strategy Head, DDB Mudra Group says, “This campaign is about friendships and the need for us to openly acknowledge and celebrate them! But this campaign is also so much more. Through the window of friendships, it opens an essential dialogue about the way emotional intimacy seen in our country. Outside of romantic relationships, most relationships in India, from friendships to familial ones are almost always taken for granted. We find it awkward to tell our friends that we love them or how much they matter to us! The culprit behind is the strict and stoic codes of conduct defined by a hyper-masculine society, which render an overt show of emotion towards others (especially those of the same sex) as a sign of weakness. It is immediately labelled and stigmatized as too feminine, mushy, soppy! About time we dropped these archaic notions. What better way to herald this change with one of the most beautiful and timeless relationships ever – the bond of friendships!”
Yaari ke rang
Family Yaari –
Yaari ki chabhi