Vedanta launches 'Creating Hapiness' campaign

NEW DELHI: Vedanta, a global diversified resources group committed to sustainable development, has received two entries from Delhi for its ‘Creating happiness’ campaign.

In this interesting trend, Vedanta has tied-up with Ogilvy and Mather to select the best entry from a total of 38 film entries from 21 mass communication colleges. The popular entry is getting selected from public voting on YouTube and Facebook.

The first Delhi entry is from the Indian Institute of Mass Communications -‘Saksharta aur hum’ about female literacy. It has been made by Abhay, Sakhsi and Tarini who are students at the IIMC.

The other is ‘Madam ji’ by the 9.9 School of Convergence of Delhi and made by Ankita, Siddharth and Shruti. Shot in Rajasthan, this is the inspiring story of Meenakari artist and mother Aruna, who chose the noble path of educating the children in her village in hopes of a better future for them.

Through this campaign, Vedanta has bridged the gap between the two classes of haves and have-nots, in order to make an advertisement campaign which is not shot in a cozy film studio but on the burning deserts of Rajasthan, Odisha, North East and other nearby states.

The ad subtly suggests how Vedanta is striving to change lives across these remote villages by making them have access to basic necessities of living like, food and water, sanitation, education, etc.

The entries are judged in two categories, jury and popular. Piyush Pandey is heading the jury. The videos already have over 4,000 views and will be viral soon.

The ads will show why corporate India is suddenly looking at far flung villages to create a space in the average investor’s heart; how this can work beyond paper; is it just giving it back to the society or there is something more to the same, and the role social media is playing in such campaigns.

Vedanta is the world‘s largest integrated zinc lead producer and among the top producers of copper, iron ore, and silver.

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