Brief
 The client’s requirement was to create a special day Facebook content for Holi which was relevant with the present social scenario and should be meaningful/ impactful. It should have a humane/ emotional peg to move the audience and impress the social message onto the viewer’s mind.

Challenges
Holi is tapped by many brands as a special day in order to reach out to their audience. The main challenge here was to stand out from the clutter and create an impactful messaging without being preachy.

Methodology 
To be relevant with the present times, many brands have paid their respect to COVID-19 frontline warriors, the idea was to create a hopeful sentiment amongst the pandemic survivors who are still grappling with the many devastating effects it has had across the world. The main messaging was to move forward in life despite all odds – #ApnoKeLiyeAageBadho.
Enabling a better life and making a social impact is deep rooted in the brand’s purpose, and the film’s aim was to inspire pandemic survivors and ask them to embrace the true meaning of the occasion which is to welcome a fresh start and move forward in their lives for their loved ones.

The digital film that was created had minimal dialogues and more of expressions to bring out the sentiments of the messaging. It kept the audience guessing to the very last moment to create drama and maximize the impact of the message.

Click on the image below to view the film

Campaign Elements
a)  Digital Film published on social media platforms -> Facebook and Youtube
b)   Information via internal emailers were circulated within the Tata Steel group to spread awareness.
c)   Press Releases were shared with respective stakeholders to disseminate the information about the film and drive home the point of the key message.

Campaign Reception
The film was received very well amongst viewers on the digital space, it garnered
2.1 million+ views, 3.9 million+ impressions, with 40k+ likes and a whooping 8.8K shares on FB, aside the film was got additional organic shares, downloads, reposts on FB, Twitter, LinkedIn & Whatsapp. These are some of the responses that the film received:Exchange4media.com, Social Samosa, Cluttercutters

What we felt about this project
Not many times do we get an opportunity to take the social narrative to a really personal level. Nest-In marketing team pushed us to think beyond the obvious and what we have here is a heart wrenching film based out of our own observations, learnings and experiences throughout the pandemic. Teaming up with an immensely capable unit led by the film director Pausali, we managed to put together a real and relevant story for everyone.