| Título | Doctor |
| Agencia |
J. Walter Thompson Kolkata
|
| Campaña |
Don't Let Your Dreams Melt Away
|
| Anunciante |
Khaitan
|
| Marca |
Khaitan
|
| Fecha de primera difusión/publicación |
2018 / 4
|
| Sector Empresarial | Pequeño electrodoméstico y elementos de decoración para el hogar
|
| Filosofía | India is the world's third largest producer and consumer of electricity after the United States and China; however, the electrical infrastructure is generally considered unreliable. The northern electrical grid had previously collapsed in 2001. An estimated 27% of energy generated is lost in transmission or stolen, while peak supply falls short of demand by an average of 9%. The nation suffers from frequent power outages that last as long as 10 hours. In short, power-cuts are an epidemic in India. And the only answer is the ubiquitous candle, that gives a faint light just enough to for life to go on but never good enough for doing anything important. Study times are worst hit. And dreams and ambitions melt away every evening with the burning candles. Building on this insight, JWT Kolkata decided to give a new spin to Khaitan’s Emergency lamp story. The posters show candles about to melt and destroy the future of a kid. And carved on the body of the candle are the various life stages that a kid would go through to become a pilot or a doctor. Once the team came up with a rough sketch, a sculptor painstakingly carved out the candles that was 2 feet high and almost 8 inches in diameter. Then the candles were lit up and allowed to melt. The melting candle creatives was used as outdoor and as store posters for Khaitan Emergency Lamps across various electronics outlets. |
| Medio |
Exterior
|
| SVP & Managing Partner |
Vijay Jacob Parakkal
|
| Chief Creative Officer |
Senthil Kumar
|
| Director ejecutivo de creación |
Arjun Mukherjee
|
| Director artístico |
Purnajyoti Kundu
|
| Director artístico |
Subhrakanti Mondol
|
| Director artístico |
Sourish Mitra
|
| Director artístico |
Suvrajit Kundu
|
| Director artístico |
Jatishankar Bhowmik
|
| Responsable de conceptos / redactor |
Anurag Acharya
|
| Sculptor |
Partha Kabiraj
|
| Fotógrafo |
Vivek Das
|
| Account Management |
Soudip Banerjee
|
