Who is Ja­dav Payeng?

Mind­share Con­tent+, 101 In­dia and Tropicana come to­gether to pay trib­ute to the ‘for­est man of In­dia’.

The Brand Reporter - - FRONT PAGE - By Su­raj Ram­nath su­raj.ram­nath@afaqs.com

Paying trib­ute to the For­est Man of In­dia.

Tropicana, the pack­aged juice brand from the sta­bles of Pep­siCo, has re­cently launched a dig­i­tal film ‘The Man Who Planted a For­est’. The brief was shared by Tropicana with Mind­share Con­tent+ and the agency brought part­ners on board that in­cludes 101 In­dia, the dig­i­tal con­tent com­pany which made this branded con­tent film and 98.3 FM (re­named ‘98.Tree’ for two days) for the #GiftATree cam­paign.

The film pays a trib­ute to Padma Shri Awardee Ja­dav Mo­lai Payeng, also known as the ‘for­est man of In­dia’. The in­spir­ing film traces his jour­ney from 1979, when, at the young age of 16, he started plant­ing one sapling a day in the mid­dle of a bar­ren waste­land in Assam. Through his ef­forts, he has raised an en­tire for­est in over three decades. Shot on lo­ca­tion, the film cap­tures the vast 1,360-acre Mo­lai for­est lo­cated near Kok­il­a­mukh of Jorhat, Assam and is named af­ter the ‘for­est man’ him­self.

It’s only at the end of the film that one would no­tice the Tropicana logo that ap­pears. We asked Vi­neet Sharma, brand man­ager, Tropicana, if it wor­ried him about peo­ple not notic­ing the brand logo since it comes right at the end. He says, “This is just one ac­tiv­ity that we have done. We had also part­nered with Ra­dio Mirchi to bring alive the thought and the pur­pose here was more im­por­tant. The idea was how to build a prop­erty around plant­ing more trees over a pe­riod of time.”

Brand Tropicana, in gen­eral, has noth­ing to do with trees, as such. We asked Cyrus Oshidar, MD and CCO, 101 In­dia if that was a worry or a chal­lenge for him while mak­ing this film. He says, “At the end of the day, you need to find a core that works for your brand. I think there is a cer­tain lim­i­ta­tion to be­ing lit­eral. The whole ad­van­tage of branded con­tent is that you cre­ate sto­ries that fit with the brand first, but not for an ad. An ad film is a 30-sec­ond piece of com­mu­ni­ca­tion where the client wants to say ex­actly what it wants about the prod­uct. A branded con­tent piece, for my money, has to be a story which, in some way, is the

“Mind­share came to us with the idea about this man who has built a for­est and we liked the idea and de­cided to do a small in­spir­ing branded con­tent piece on a man who has done some­thing in­spir­ing. It worked very well.” CYRUS OSHIDAR The film cap­tures the vast 1,360-acre Mo­lai for­est, named af­ter the ‘for­est man’ him­self.

best and there are many ex­am­ples of how di­rect or indi­rect it can be.”

He adds, “We (101 In­dia) seem to have a more indi­rect ap­proach where there are less ads and more con­tent and there is cer­tain be­liev­abil­ity and that has tremen­dous value in this jaded com­mu­ni­ca­tion chain of mes­sag­ing. It works for Tropicana and it is linked to what they want to do which is ‘#GiftATree’, a CSR ob­jec­tive that they had.”

Adding about Mind­share’s role, Oshidar says, “Mind­share came to us with the idea about this man who has built a for­est and we liked the idea and de­cided to do a small in­spir­ing branded con­tent piece on a man who has done some­thing in­spir­ing. It worked very well.”

Com­ment­ing on this as­so­ci­a­tion, Deven­dra Desh­pande, head, Con­tent+, Mind­share, says, “Trees are as in­te­gral to earth as fin­gers are to a hand. Cut­ting down a tree in a for­est is like cut­ting off a fin­ger of a hand. Giv­ing back to Mother Na­ture has al­ways been a core fun­da­men­tal of our or­gan­i­sa­tion and we hope this cam­paign reaches a large num­ber of peo­ple and en­cour­ages them to­wards this cause. We at Mind­share Con­tent+ are ex­cep­tion­ally happy and feel priv­i­leged to work with Tropicana for a cam­paign which works to­wards such a great ini­tia­tive.”

This is not an ad but a piece of branded con­tent. We asked our ex­pert, Pu­nit Mal­ho­tra, head, Dharma 2.0, an ad pro­duc­tion house from the sta­ble of Dharma Pro­duc­tions, what dif­fer­en­ti­ates the two from a di­rec­tion point of view? As a di­rec­tor, how would you ap­proach a brand film dif­fer­ently (ad with pack shots and prod­uct fea­tures) to that of branded con­tent?

Mal­ho­tra says, “Branded con­tent is highly en­gag­ing and sub­tly al­lows for get­ting the mes­sage across to the au­di­ences and that is ex­actly what this piece of con­tent by Tropicana achieves. From the di­rec­tion point of view of a brand film or such con­tent, it is all about in­door shoot­ing vs. out­doors. Brand films are shot in stu­dios where the di­rec­tor has com­plete con­trol over the light­ing, set­ting and other el­e­ments; this al­lows for wrap­ping the shoot up within a day or two. This piece of con­tent, shot in the Mo­lai For­est of Assam, has beau­ti­ful pic­turesque shots and would have re­quired more ex­per­tise and strate­gic plan­ning on the part of the di­rec­tor.”

Adding a lit­tle bit about his ap­proach to­wards brand films as com­pared to that of branded con­tent, Mal­ho­tra says, “My ap­proach to­wards shoot­ing any piece of con­tent or brand film, is first to stay true to the brand ethos and en­sure that the core mes­sage shines through; while also be­ing strate­gic and plan­ning well in ad­vance.” ■

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