Vivo’s ‘Heroes Who Care’ film shows how to put together an ad during WFH times
Medical personnel are providing the first line of defence against the COVID-19 pandemic, and the world is recognising their heroic efforts to contain the virus spread and save people’s lives. Brands and corporate, too, are coming out wholeheartedly to applaud the selfless service provided by them. In times like these Vivo India has released a new digital film, ‘Heroes Who Care’ as an homage to doctors and frontline health workers fighting the COVID-19 pandemic.
Conceptualised by Dentsu Impact, the film reminds people that while they are confined to the safety of their homes and are practicing social distancing, there a is a whole section of the society that is taking the pandemic head-on and ensuring that the world is safe.
Through this film, Vivo has sought to thank the numerous doctors and nurses across India and the world for working round the clock while making sacrifices beyond the call of duty.
Talking about the objective and brief for this campaign, Nipun Marya, Director - Brand Strategy, Vivo India, said, “Right from the time COVID-19 hit India, we wanted to do something for our CSR initiative. As we all know, Maharashtra has been affected by the Coronavirus the most. After reaching out to the Government, we donated over 2 lakh surgical and N95 masks to support medical professionals. We thought there was a great opportunity for us to spread this message through digital while people are confined to their homes. We wanted to highlight the other section of society of these doctors and nurses who are on the front line and facing the crisis head on while treating patients. We truly believe they are heroes of today.”
Marya also told Adgully that they aren’t looking at any other media channels as of now apart from digital for this campaign. Furthermore, on the question of media spends and the future plans, Marya said, “We aren’t really thinking much about the spends we will be doing for this campaign. Since we have released the video just today, we will wait and watch. Probably will get great organic reach. There isn’t any specific number that we are looking at to promote this campaign.”
It has been a tough time for the advertising industry amidst the Coronavirus crisis. Nobody saw this coming and various brands have withdrawn campaigns that you’d normally see during this time. Even internally, agencies face various issues as everyone in confined to their homes and creating campaigns requires constant communication of the team involved.
Elaborating on the creative process and execution of this campaign, Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, “Honestly, there was no time for a regular presentation as we all were working from home. Instead, we decided to work closely with the team at Vivo, brainstorm and collectively decided to speak about the real heroes -the entire medical and health fraternity. And from there came the thought – We all need heroes today, to save the world and take us to a safer and brighter tomorrow. And these heroes, they don’t fly in the sky, but are all around, fighting for us in the midst of the deadly Coronavirus pandemic. Every day, wearing their capes, off they go to save the world. And that is the idea, heroes do wear capes – white, blue and green. They are the doctors, nurses and medical staff sacrificing everything and thinking above their safety in order to save lives. This film is an ode to their fighting spirit, and the fact that they are the ones who are giving the rest of us hope.”
Talking about the challenges faced while making this film amidst the nation-wide lockdown, Ramaswamy said, “Making a film in the times of the COVID-19 crisis is a challenge in itself, with everything being shut and people working from their homes. So, this is a full work from home initiative, where the creative agency, client, production, music, everything happened from their respective homes. It has truly made us understand the power of technology and smartphones. Thanks to stock footage and a whole bunch of people who helped us put this together.”
This campaign is a true example of agencies and brands coming together and creating the right communication amidst the Coronavirus crisis. While the crisis has led to social distancing, it has also allowed people to come together and be innovative with such initiatives.