I want this campaign to have a long-lasting emotional effect on the audience. It should envoke the feeling of belonginess, the feeling of “gharwalo se hatkar bhi koi to hai”. While this campaign’s major focus is on current Zoloites and potential zoloites (duhh why does this sound like we are hunting potential future husbands lol), from an outer perspective, I hope this campaign can remind everyone (everyone in the audience) of those who are not family, yet not less than family.

Two such campaigns that hold a very strong place in the hearts of Indians that I can remember of are-

1. Fortune Oil’s ‘Ghar ka khana’ campaign - Remember the Dadi who used to come to hospital with ‘ghar ki daal’ and the nurse won’t allow her to feed that ‘sirf do chammach’ …Yeah that’s exactly the one we are talking about. /made all of us shed tears/

This advertisement highlighted how 'ghar ka khana, ghar ka khana hota hai' meaning that home cooked food....is HOME COOKED FOOD, carrying the emotion of how such a small thing as just home cooked food can remind you of your your roots, give you a sense of belonginess and have you feel comfort and safety.

Why are we talking about this? Because through this campaign as part of Chalo Zolo campaign, I want our viewers to be hit with the same feelings of ‘comfort, safety, home-like’ AGAIN & AGAIN; just the way this ad (the one below) reminded us of how home-cooked food weighs heavier than any Michellin-star meal.

https://youtu.be/4O5Q4Z87epo?si=hBDvK0Rbtd25dShw

1. Amul Manthan - You are not a true Indian if you haven’t had your heart melt at ‘mero gaam katha parey’.

https://youtu.be/onhgE0-z1qM?si=PN3XgluaoyDBXawb

This song represents the story of amul co-operatives from where amul sources the milk.

Sung by the ladies themselves, it has an unique emotional appeal. The beautifully crafted lines show how it is because of the efforts of a rural milk producer that nutritional requirements of a child to a urban mother is taken care off. This what ‘community’ truly means- where people put effort for each other, where they truly care for each other..and most of the times, its unconditional.

Now before you utter an ‘Arya skip the talk please’, we are talking about this particular campaign because through our ‘ghar se hatke bhi ek ghar hai’ campaign, I want our audience to feel the same sense of community. I want our campaign to bring out the feeling of “mummy, tension na lo, Zolo hai na”