MAM
Brands show human side amidst Covid2019 crisis
NEW DELHI: While the Covid2019 pandemic came out as probably the most devastating blow to the business world as well as to the society, it also brought forth a number of heartening stories of human kindness and support. Be it the on-ground coverage that several news reporters are doing or the warm hospitality that the hospital staff and police personnel are showing, or the exceptional support that several social workers and famous personalities have extended to the underprivileged, we saw humanity raising its head high on many occasions. Indiantelevision.com had also covered how the pandemic even brought brands and agency partners closer.
Not just that, many brands rose above their usual business and indulged in great deeds of public service too. Be it ACC Trust spending close to Rs five crore to help the migrant labours and villagers around ACC Cement’s factories or Relaxo and Metro Shoes donating footwear to the large exodus of migrant workers fleeing to home on feet, there have been ample examples of brands extending a helping hand in time of this unprecedented crisis.
Speaking about the varied initiatives that Metro Shoes has taken to support the community, VP–marketing and e-commerce Alisha Malik told Indiantelevision.com, “The pandemic brought the country and the economy to a staggering halt. While it impacted each one of us, the migrant workers were the most affected. Their struggle to meet their basic needs of food, shelter, financial security and reach their homeland was heart-wrenching. We felt that it was important for us to do our bit to support them in the time of crisis and that is how we came up with the Metro Cares Initiative.”
Under the initiative, the brand provided ration kits to daily wagers with the help of Salaam Bombay Foundation and footwear to all those in need on their journey back home with the help of United Way of Mumbai and the Rotary Club. PPE kits to hospitals and masks to policemen were also provided with the help of United Way of Mumbai.
Sanitary napkin brand Pro-ease from the house of RSPL distributed over 10 lakh sanitary pads to frontline warriors managing the crisis.
RSPL director Rohit Gyanchandani shared, “We came across a few news reports and on-ground stories of how sanitary napkins were in short supply and women were facing difficulties due to that. Coupled with that we were also witnessing a phenomenal selfless service from corona warriors of both genders. When we put these two stories together, we as a team wanted to do our bit and came up with the idea of distributing 10 lac pads to women corona warriors free of cost as a small token of appreciation from Pro-ease.”
He added, “In times like these when the whole nation is going through a crisis, I think it’s imperative for everyone to do whatever little they can to help in whichever way possible. Whether you are a citizen or a brand, the fact remains that you ought to do the things you can, to make a difference for the better.”
The brand also launched a powerful campaign #RoktiHoonRuktiNahin created by ADK Fortune to salute these female superheroes.
ADK Fortune VP and ECD Nakul Sharma shared his experience of working on the campaign by saying, “The experience was first of all very humbling. Because the gravity of the fight put up by corona frontline warriors, especially women suddenly hit us in the face.”
Congratulating the brand on taking up this great initiative, he added, “Pro-ease had a solid proposition and decided to be a doer and not just a talker – which frankly makes all the difference in these times. These initiatives give clients a chance to show their human side as well. This epidemic is a time like no other and frankly keeping quiet is not an option. People want to know and hear from their brands and expect them to have a human point of view.”
Malik also highlighted that it is very important for brands to participate in supporting the community in difficult times as she said, “As important as CSR is for the community, it is equally valuable for a company. It is important for brands to stand up for causes that matter. In fact, in such times, it is important that each one of us takes a step towards helping all those in need. We are glad that we had access to resources that could help the migrant workers in their journey back home.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
