Brand value

Reviewer: Titus Upputuru

The national creative director at Dentsu Marcom, Titus Upputuru, has worked across a range of brands and campaigns. At Dentsu, he handles Honda, Toshiba, Canon, Monster.com and DS Group, among others.

Campaign

The ad from Nestlé’s Share Your Goodness campaign is a story of two siblings, one adopted, and their insecurities. The ad opens at an orphanage with a girl child from the North-East being adopted by a north Indian family and being introduced to the son. It goes on to show the insecurities of the little boy as he notices his parents’ attention being diverted to his adopted sister. He remains aloof and wary of her, admonishes her constantly and refuses to share his space. Gradually, though, he warms up to her and the ad ends with the two bonding over some cake that they sneak off a kitchen shelf.

What are your first thoughts on the campaign?

As a father of two daughters, I was drawn into the film. I was wondering what was going on. The child adoption and the sibling rivalry took me back to my literature days. I remembered Emily Brontë’s Wuthering Heights and Heathcliff the rag boy, who was picked by a father of two children from a street on a rainy night, and the cold reception that the children gave him thereafter. The casting of the adopted child in this film is quite interesting and brave—especially in the context of current times where the North-East is in the news for discrimination. It is good they pushed it.

This is not a product-specific campaign, but more a “brand" campaign for Nestlé. Do large companies increasingly need to establish their own brand value, apart from creating a product-specific campaign?

I would look at it this way. Consider a family of five children. All of them have different names. All of them have different personalities. They look different. They create different impressions upon people. They celebrate individual birthdays with aplomb and their names are written on the cake. But when the family comes together, say, in a family wedding that they may be hosting, it is the surname that takes over. It is not Neha, Nitin or Nikhilesh any more. It is the “Kapoors". And the Kapoors have a certain lifestyle and values. And that shines through on occasions like these and adds to the stature of each member in the family. I would think this could apply to brands too—especially brands that have several products under their portfolio.

Creatively, does the film merge effortlessly with the idea of “goodness"?

Adoption and sharing are good things, aren’t they?

Any other campaigns that come to mind, which helped brand-building at a corporate level?

Procter and Gamble’s Thank You, Mom from 2012 was marvellous. It was a giant commercial, but was so simple and heartwarming. The direction is flawless. The music is incredible.

As told to Suneera Tandon.

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