Mumbai: In the wake of the COVID19 crisis that has affected countless lives and crippled industries in ways that we could have never imagined, unity with a sense of collaboration and staying high-spirited have become more important than ever. Echoing the same sentiment, digital content company, YAAP has released a stirring tribute dedicated to independent agencies and their workforce, who have had to show immense strength and resilience in the face of adversity.
The video, which was published on YAAP’s social media pages, is an acknowledgment of their struggles as well as a symbol of solidarity for the advertising and communications industry at large, in these trying times. The tribute draws inspiration from the iconic ‘Here’s to the crazy ones’ advertisement and uses this iconic advertisement to pay respects to the people working hard behind the scenes.
In their pursuit of paying respect to independent agencies and extending their support for the industry, YAAP is giving preference to those who have been displaced, by offering them a role in the organisation.
Manoj Pandey, Creative Director at YAAP and the visualizer of the film, explained his process, “While we’re faced with the larger crisis as humanity, we, as a community of independent agencies, also have a set of day-to-day realities to deal with. Keeping the lights on, delivering work for our clients with minimum disruption, and most importantly, keeping everyone inspired. At this juncture, we felt, this needed to be said – we’re all in this together and we’ll all sail through it too. This film is an ode to the unflinching spirit of independent agencies. A homage that draws inspiration from one of the most iconic works in the history of advertising.”
In supporting their fellow independent agencies, YAAP has also released a series of recruitment ads, which themselves are an ode to the signature, old-school copy-based ads with a contemporary splash of colour. The ads urge professionals who have fallen victim to mass retrenchment across independent agencies to apply and get preference at YAAP.
Manan Kapur, Partner at YAAP said, “This has been a challenging time for our industry and it’s more important than ever that we come together and try to make the best of these testing times. This initiative is YAAP’s way of supporting the talented professionals who have lost their jobs by offering them the opportunity to come work with us. We want to show them that while YAAP may be a new home for them, they’re still in the same family – a family of passionate, like-minded people from independent agencies.”
This film was created in collaboration with KSlient Productions.