https://www.youtube.com/watch?v=OnhZDZXzBz4
ICICI Bank
The Raddi Library (Digital / Viral Films, 2016)
Director-
Tanuj Malviya
Ambi ParameswaranCRITIC REVIEWSkilling the nation is probably Task No 1. And this skilling task is not restricted to just the rural parts of India. It is truly wonderful that ICICI Foundation is engaged in helping the young to upgrade their skills, and learn new skills. The film presents an interesting story of a raddi selling young man and his desire to learn. It looks as if the young man has learnt a lot from reading the raddi. The connection between the Foundations task and the fulfilment of the young persons dreams seems a little bit of a jump. I wish the story had created a gap in what raddi could teach and then bring the Foundations work. But that said, it is a very inspiring tale, may be based on a real life story. Well done !
15 Jan 2016 Reply
Pranav Harihar sharmaCRITIC REVIEWIts 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.
13 Jan 2016 Reply
2 Replies
Ganesh Subramanianplease tell us your definition of creativity and how you would have made this better
04 Feb 2016
Nirmalya SenCRITIC REVIEWIt has become a fashion for brands to create campaigns that latch on to a purpose, often multiple purposes, in the hope of winning over hearts and getting us to share them. These purposes range from promoting gender equality to social harmony and beyond. Often the purpose has little or nothing to do with the brand or its own unique point of view. We need to realize consumers are not gullible enough to overlook the fact that a lot of these brands actually do little about these purposes beyond creating advertising around them. This, on the other hand, is a great example of brand purpose. It is in line with the brand's stated intent of being centered around the needs and dreams of those whose lives it touches. Most importantly, it is backed by real action. Commendable. The other thing in fashion is to create 'viral videos' that run into several minutes. Often created to get a client, who otherwise will not be on TV, to make a film. Brand managers have started seeing them as a means to get popular, as measured in likes and shares. This one is long too. However, the three minutes pass by before you know it. The film manages to hold your attention to its very end and more importantly, actually makes you wonder if you know someone whose life you could change by enrolling her/him on this program. The reason you feel that way is because the initiative smells of real intent and fits the brand like a glove. Well done, ICICI Bank and Ogilvy.
11 Jan 2016 Reply
Gurvinder Kaur (Guest)it is a highly creative concept and inspiring as well. you never know which moment is going to change your life. Never stop dreaming.
10 Jan 2016 Reply
I want to open a library from raddi books . For whom who can not aford to purchase a book.
ReplyDeleteBut I don't know how to start this work