| Philosophy | From unstable relationships to dodgy increments. From the highs and lows of the pandemic to the re-emergence of cricket. The youth of today have a lot to get worked up about. And what better time than now, amid all this growing tension and uncertainty, to stand for positivity in a young person's life. This simple insight worked the best for the team at ADK Fortune Communications Pvt. Ltd., Gurgaon, a WPP company and part of Wunderman Thompson South Asia Group, who put together a campaign consisting of a series of 3 films starring Sunny Singh and friends for Magic Moments - India's no. 1 vodka. Once there was broad consensus on the way forward, the only watch out was to keep the tone young and issues fresh and relevant to today's generation. A few rounds of furious brainstorming followed, and the ADK team zeroed in on using rants as a creative device. It enabled them to connect with youth in their own language and allowed them the creative liberty to fit in the promise of Magic Moments seamlessly. The films capture how today's youth find themselves bang in the centre of every day stressful situations with Sunny Singh (the actor who has starred in hit films like Pyaar ka Panchnama 1 & 2, Sonu Ki Titu Ki Sweety, Ujda Chaman) going on to experience an almost instantaneous change - all thanks to a sip of Magic and a 'chill out' attitude. Talking about what attracted him to the project, Sunny Singh, said, "I connected to all the films at a deeper level as I believe a laid-back approach coupled with some 'magic' can turn around any moment. Interestingly, the premise was so real it gave me an opportunity to let off some steam as well. I am sure millions more will feel the same way once they watch them." As a part of the campaign roll out, Sunny Singh will engage with the brand's core target audience and hold a nationwide contest as well. Along with this, a set of influencers will release their own content and initiate discussions around the main theme of the Magic Moments campaign. |