The Drum Awards for Marketing - Extended Deadline

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Client: Godrej
Date: Aug 2018
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Indian consumer brand Godrej is urging parents to allow their kids to enjoy monsoons by conducting a social experiment.

The campaign ad titled #ProtekTheJoy conceptualised by Creativeland Asia features children complaining about how their parents don't let them play, dance and float paper boats outside during monsoons.

The kids are then shown videos featuring their parents where their parents are talking about how they enjoyed monsoons by playing outside during their childhood.