#GoodnessNeverStops: An initiative by Adani Group and RepIndia

The Adani Group and RepIndia’s partnership reaches out to communities during lockdown with one message: #GoodnessNeverStops

While the extended lockdown is helping India’s fight against the pandemic, it is also raising uncertainties and anxieties about the future. In an attempt to curb sentiments of fear and negativity and instead surface feelings of optimism and gratitude, leading integrated business conglomerate Adani Group partners with RepIndia to showcase that even in times of destitute, goodness never stops.

In line with Adani Group’s core philosophy, ‘Growth With Goodness’, RepIndia challenged surging anxieties and apprehensions at present, by launching an online campaign - #GoodnessNeverStops. The idea was triggered by the thought that while economic growth might be at a standstill, goodness doesn’t need to.

While our COVID-19 warriors are fighting the crisis on the frontlines, the majority of us are at home keeping ourselves and our families safe. This is the least we can do to stop the spread. That being said, it has presented an unprecedented situation with an unique opportunity to reconnect with the people in our lives who make it worthwhile.

Indeed, life as we knew it has come to a pause, but it has not stopped--whether we’re discovering our inner masterchefs or spending overdue quality time with our children and grandparents, there is goodness for those who seek it. Unsurprisingly, this message of humanity resonated instantly with the masses. The campaign film, dubbed by the prominent Richa Nigam reached over a million users on Facebook and over 3 million on Instagram.

Paresh Chaudhry, Group President – Corporate Brand Custodian, Adani Group, said, “We have found ourselves in an unprecedented situation following the Coronavirus outbreak and the consequent lockdown. Naturally, causing a lot of uncertainty and anxiety. Our humble attempt is to use our voice to transport the conversation from anxiety to positivity. We want people to see the unique opportunities that this situation has unfolded. This campaign is our effort to bring that out.”

Ayesha Chenoy, Founder CEO of RepIndia said, “The ongoing pandemic has undoubtedly created havoc. Crisis communication in this case becomes a complex exercise. We’re talking about addressing 1.3 billion citizens. And so, it’s important for a brand to have to have an effective and responsible communication strategy to avoid unnecessary panic and instead do what we can to balance the equilibrium, and that is exactly what we set out to do.” 

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