Production Of the inspirational fim "RADDI LIBRARY"

Tanuj Malviya (Director)

The direction is basicaly a path to make an content to a level of a dream.This inspirational story rises by the work of production team.Its a lost opportunity! For a very good initiative, the agency has made a vey ordinary commercial. There is no effort on either writing the script from a writer, nor there is a director's brilliance to a uplift it. The casting too is not thought through as the hard effort in acting is visible. On this initiative a touching film can be made but unfortunately agency has treated it as one off the jobs and end up doing a three minuter, which neither makes you feel for the cause or for the character. Just making a three minute film doesn't guarantee a master piece. On the contrary, its sheer waste of time of a viewer and waste of money for a client. Refrain

Some dreams deserve to come true. Watch this inspiring story of Manoj, who never stopped dreaming. Visit http://giftalivelihood.com and refer someone like Manoj to ICICI Academy for Skills for free vocational training and gift him or her a sustainable livelihood. #GiftALivelihood

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Have You Been to ICICI’s Raddi Library Yet?

By Roohi Gupta, Published on Jan 14, 2016, 08.30 AM IST

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How many times did you come across people who ought to have something much better than what they were getting? So many times, right? And how many times did you feel that you should help them get a better life but could never initiate anything due to your busy schedule? Again, we know the answer.

But, from now on, if you stumble upon anyone who is capable of something much better and is willing to explore the opportunity, all you need to do is just inform ICICI. The Indian multinational banking and financial service provider launched ICICI Academy for Skills, an arm of ICICI Foundation for inclusive growth in October 2013.

The Academy provides vocational training to the youth from economically weaker sections to help them earn a sustainable livelihood. With an aim to inform the masses about the initiative, ICICI has rolled out a campaign titled #GiftALivelihood with the help of a video entitled 'Raddi Library'.

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The three-and-a-half minute video shows that how a young scrap dealer continued his studies after his father passed away leaving all the responsibilities on him. The young boy studied from the scrap and continued his father's business of scrap simultaneously. One odd day he came across a fellow who referred him for ICICI's Gift A Livelihood program and helped him get a better job.

Designed and conceptualized by Ogilvy & Mather, the campaign showcases one of those many initiatives ICICI Bank has taken up in recent times. While elaborating the campaign, Azazul Haque, Group Creative Director, Ogilvy & Mather, says, "The core purpose is to spread the word that there's a platform which can help those who deserve a better life."

When asked about the insight of how the idea like Raddi Library came, Haque says, "It's somewhere inspired form the real life experience but not entirely about that. However, in the coming videos, we plan to show the stories which are based on real life experiences."

Haque also said that the campaign is a part of ICICI's CSR (Corporate Social Responsibility) and that the company is planning to promote all of its social initiatives as the Indian bank has done a lot for the country.

The ICICI Academy will offer courses in five disciplines - electrical & home appliance repair, refrigeration and AC repair, two and three wheeler service technician, selling skills and office administration. The academy has joined hands with various industry leaders to help co-creating the course, curricula and content, with practical training laboratories and training of trainers at the centres. Moreover, a number of industry partners have been roped in to provide employment opportunities to the trained youth.

Chanda Kochhar, MD & CEO, ICICI Bank, at the inauguration of ICICI Academy for Skills Mumbai recently, said, "We recognized skill development as an important area of focus as part of our efforts in the nation's socio-economic development. Bridging the critical gap between manpower availability and employability is important to provide sustainable livelihood opportunities for all to grow and prosper."

Marketing Through CSR? 
As per a recent report, the government has asked industry bodies including CII, Ficci, Assocham and Food and Consumer Affairs Minister Ram Vilas Paswan to possibly set aside part of CSR funds to create consumer awareness, especially in rural areas.

However, the picture so far says that the CSR activities have also been promoted by brands and eventually, they end up being an important part of marketing and brand promotion with the social responsibility being left behind.

Commenting on ICICI's campaign Raddi Library, KV Sridhar, ‎Chief Creative Officer, India SapientNitro, says, "The first 30 seconds of the film are beautiful. The concept of Raddi Library is very touching. But at the end it looks like an advertisement."

Sridhar also talked about the difference between CSR and an activity with a purpose. He says, "While CSR is a legal mandate, the need to exhibit a purpose in such initiatives is different. Being the country's leading bank, ICICI can actually take up the idea with a higher purpose. It should learn how to become selfless," he added.

However, Prathap Suthan, Chief Creative Officer, BangInTheMiddle, says that such activities help brands enhance their credibility. "Not just ICICI, but other banks have also been doing such activities," he opined.

The video has fetched over 19,000 views on YouTube so far, but the makers are looking forward to have more public participation via referring more and more individuals to the academy. So, let's take up a step and make the people around us feel good about them by providing them a better life.