Challenge:

Feature the human impact Microsoft and its partners have on the lives of Indian children.

Results:

Video debuted at Microsoft’s largest internal event, and received a standing ovation. 

Microsoft now uses this story as a featured marketing tool.

Small Meal, Huge Impact

Creative Strategy:

Authenticity is paramount when pulling on an audience’s heartstrings. Our New Delhi office used its crucial knowledge of the local area to research and vet stories, while our one-man-band shot and directed the project.

Strategy in Action:

Stories like this live and die by the hero. The director’s one-on-one relationship with our main character, Bindu, created a bond that evoked her touching sentiments.

Extensive pre-production, and the ability to operate in a cross-cultural context, helped us navigate competing messaging goals between NGO, partner, and client. When local mafia shut down our first location, we were equipped to quickly identify a new subject who turned out to be a natural star.

Production Stills