As the country wakes up to the thumping parade sound of the republic day, Godrej & Boyce, the flagship company of the Godrej Group, announces that its business unit Godrej Appliances, India’s leading cooling expert, has launched a digital campaign sharing the story of #IndiaKaMagicBox– highlighting how Godrej Vaccine Refrigerators are contributing to the biggest vaccination drive in the world.
With this campaign, the brand aims to elicit a sense of pride among the netizens for made-in-India Godrej Vaccine Refrigerator which protects, what protects us.
As the country continues to be second-most-affected globally by coronavirus, India kicked off one of the biggest Covid-19 vaccination drives in history. And to make this mission possible, over 12,000 units of India made, advanced, Godrej vaccine refrigerators and medical freezers are being commissioned at numerous government hospitals, district hospitals and health centers across the nation.
Conceptualized and executed by WATConsult, the globally awarded hybrid digital agency from the house of Dentsu international, the film showcases a child in a home-setting excited to share how special this year’s Republic day is,as she hopes that very soon the country will be free from ‘Corona monster’ and thrilled about what the future beholds with life going back to normal.
While doing so, the child points out that now there is a vaccine in India that promises to protect everyone from the coronavirus and goes on to share that her father and his colleagues are making #IndiaKaMagicBox aka the Godrej Vaccine Refrigerator, which in turn will be protecting the covid-19 vaccines. The video beautifully captures the Covid-19 vaccination story and the hope it represents, from the perspective of a child.
The campaign further extends itself to all the children across India, by asking them to share their drawings of the Magic Box beating the Corona monster. These drawings will then be printed and gifted to all the vaccine workers who are protecting the nation tirelessly.
Swati Rathi, Marketing Head, Godrej Appliances, said, “We wanted to share the deep pride we feel in being India’s critical cold chain partners for the Covid Vaccination Drive, protecting the very vaccines that are expected to protect India.”
“These world class vaccine refrigerators are the epitome of precision cooling – as they safeguard the Covid Vaccines at just the right temperatures of 2 to 8°C, keeping the vaccines safe and effective. Made in India, these are a testimony of Godrej’s commitment to self-reliant India.
“The film allows us to talk about our expertise in this relatively lesser known, but in current times, critical space – of advanced medical refrigeration. We wanted to share all this in the context of consumer’s lives and who better than a child to bring alive the almost magical story of hope and optimism.
“This positivity, and the sense of pride, is also reminiscent of the role brand Godrej wants to play in the Indian consumers’ lives,” Rathi added.
Heeru Dingra, CEO, WATConsult said, “The nation has undoubtedly worked extremely hard to reach at this stage today that we have a functional vaccine for Covid-19 ready to be administered to the public. Multiple stakeholders are responsible for making this vaccination drive successfuland they needto be celebrated.
“IndiaKaMagicBox intends to highlight the unspoken role of the critical cold chainwhich is working behind the scene to make this mission successful. It does so through the innocent yet highly effective voice of the nation’s children.
“It captures those proud notes from the kids that evoke powerful positive emotions. The focus remains on the fact that at the center of it is an Indian homegrown brand, which is further heightened by the campaign being launched on the patriotic occasion of the Republic Day,” Dingra said.