AD FILM - PSA
Idea - note
Our Advertising campaign takes a humorous spin on comparison in our society. Our motto through this PSA is to convey how one should accept and love themselves for who they are irrespective of just physical attributes. We're beautiful in our own unique ways.
We convey this issue in our series of ads by comparing two inanimate objects which one would never think of comparing. Sweets are something that's highly consumed and loved by all Indians, one can't fathom to hate on any one of them since each one of them have a unique flavor of their own.
If one can't imagine comparing sweets, then why do we compare ourselves?
While it is a sad reality, we wish to tackle this stigma of comparison though our ad campaign.
Concept 1
(Gandi Boondi)
For the first ad of our campaign. 'Gandi Boondi' depicts a laddoo with boondis which symbolize acne and skin texture.
Skin texture and acne is a major source of insecurity and self-hatred in young girls and boys which is what this ad wishes to tackle in a humourous way.
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(Salon PSA)
For the second ad of our campaign, the topic being addressed is skin colour. India as a country struggles with its deeply rooted colourism. Being darker has always been considered inferior. Although times are changing, this issue has been ingrained in our minds.
The stigma of wanting to be a different colour is what we wish to tackle through the characters of a Rasgulla and a Gulab-Jamun.
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Animatic
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Concept 3
(Baaju Katli)
For our third ad, the topic we wish to tackle is the one of body image and insecurity.
In the current world, where social media dictates our life, the constant comparison while aimelessly scrolling has caused a rise in deteriorating mental health and rise of insecurities.
Not everything you see online is real and we wish to tackle the notion that you have to look a certain way or fit a particular body type in order to feel accepted into society.
The sweet used for this ad is a Kaaju Katli.
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