Description
This film introduces a revolutionary product - Hard Worker Eco Plaster. It is a new, sustainable construction solution that can save millions of litres of water otherwise used for curing plaster. To communicate this effectively, we chose film as the medium. We crafted an engaging story about three women and their struggle to fetch water, allowing audiences to truly feel the reality of water scarcity. With a surprising ending, the product is revealed as a progressive solution to this pressing issue. The film also breaks stereotypical depictions of women labourers by portraying them as knowledgeable and empowered agents of change. Objective of the campaign: Change consumer behaviour - attitudes and usage pattern. Achieve brand metrics - awareness and engagement. Create long term growth brand recall & loyalty. On TV, the film had 263 Mn impressions across leading regional channels. Online, the film had a reach of 11.4 Mn, 64.7 Mn views and 79 Mn impressions on YouTube, CTV and OTT.
