Dairy Day Ice Cream has released its summer campaign ‘Goodness is Good’ which comprises a video series of three films that aims at celebrating every act of goodness.
The campaign is conceptualised by famous innovations of ’causevertising’ and it’s directed by national award-winning director, Vibhu Puri, the first film of the series titled ‘Sign Language’, tells a story of a young boy learning to communicate in sign language to welcome a hearing and speech impaired child.
Have a look :
The Ad showcases two school going kids. When one boy comes to know that the other boy can’t speak and listen, his mother shows him the video of sign language. The boy decides to learn sign language to make the other boy his friend.
He learns every alphabet and words to asking “if you want an ice cream?” When if becomes confident, he approaches the other boy and then, we come to know about the other boy’s name “Gatso”.
The film ends with the children forming a bond as they share a tub of Dairy Day Ice Cream and it concludes with a message that around 18 million people in India can’t speak or hear and thus, it’s time to bridge the divide.
This is the first of three ads from Dairy Day.
Raj Kamble, founder and CCO, Famous Innovations, said, “Dairy Day as a brand and as a company truly embody the spirit of goodness – of being kind, caring for people and helping people in the right way. With this campaign, we have tried to bring the same alive through simple, relatable stories. Be it the father who understands that marks don’t define a child, a layman who gently push children to play with nature and ensures the children disconnect from digital world/video game or the little boy who learns sign language to make a new friend. There are important messages hidden in these humble acts of goodness and we hope this campaign helps spread cheer in the world, at a time when we all need it so badly.”
M N Jaganath, Co-Founder, Dairy Daysaid, “The ‘Goodness is Good’ campaign is our attempt to deliver a message of unity, trust and friendship that can be achieved if our thought process is driven by goodness. Through this campaign we aim to encourage people to reimagine what they can achieve if they take the time to learn and understand what a small act of goodness can achieve. Dairy Day believes that goodness comes naturally, and we have made ‘goodness’ the focus of our brand.”