With an objective to strike conversations around the transformational power of care, propel eyeballs for digital film, and turn rejection to acceptance for Nisha while opening hearts for specially-abled children; below were the challenges faced by the PR:
- Repackaging an existing story:
Nisha’s story was first unravelled to the world 5 years ago on one of India’s leading national television program- Satyamev Jayate, which was anchored by Amir Khan, the ace Bollywood actor. This show was widely viewed by audiences and was massively written about by the media. Hence, reiterating the same story after five years with the media and consumers was a challenge.
- Surpassing the expectations of an award-winning campaign:
As a second edition to the extremely popular award-winning campaign, the campaign was faced with the challenge of not only surpassing the expectations from the previous year and cross the video views but also to create significant visibility for the story, which was novel but not new.
- Shining amongst the webs of the Indian #MeToo movement:
The campaign faced with the challenge of surviving in the heated and emotionally heightened wave of the Indian #MeToo movement that dominated the Indian news space at the time of the campaign’s launch. This could have easily led to high jacking of the event with the Bollywood celebrities being dragged into the #MeToo conversations, which eventually would have sidelined the conversation and brand’s messaging around #TouchOfCare.