CRY: Change Reaction

Here is an ad that made me smile and think all at once.

I've been associated with the social sector to a fair degree, far from adequate but enough to refrain from being called ignorant. While working on different initiatives/projects, one would always come across a lot of cynicism and of course the regular sarcastic laughs that imply "You really think you are making a 'difference' aren't you?"

Why I like this ad is for reasons plenty. Whenever one looks for volunteers/donations or just ears for a social cause, the common reactions involve questioning the 'impact' of a single unit- a single rupee, a single paisa, a single place, a single individual. One always had to resort to lengthy explanations as to how every 'single' makes the many and how every 'little act' per say will eventually lead the bigger, more visible impact.

The ad is a visual delight and coupled with a great background score and copy, it gets the point across just right. For anyone with a slight inclination towards, well, 'making a change', it would make them think or atleast reiterate that every little deed will make a difference.

From an overall marketing point of view, I think the ad works well. It is simple, sweet and bang on.However, it can get a little monotonous because of it's length. The copy should probably have come in earlier, while some of the images were still up. It's a long wait to the final message. Also, this could be a great TVC.

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R