Vedanta Aluminium - Mining Happiness. For the people of Orissa.

Vedanta. Mining Happiness with Leo Burnett, Mumbai.




Vedanta Aluminium Ltd., a part of the USD 8 Billion Vedanta Resources plc, has now released its corporate campaign that aims to bring forth just a few of its many social initiatives in the state of Orissa. A series of Print Ads/Outdoor campaign that hit the media a few weeks back has caught the attention of the people of Orissa and has brought forth positive views from them. Now the campaign has entered the second phase with an 80 second TVC that is on air in all leading Oriya channels. Created by Leo Burnett, Mumbai that won this project in a multi-agency pitch, the campaign brings out Vedanta's developmental work in a "simple, caring and human way".

Speaking of the challenge that was in front of them, Mr. Bibek Chattopadhyay, General Manager Corporate Communications, Vedanta Aluminium says, "On ground, we are sincerely working for the people of Orissa in a large scale manner. Be it in employment generation for the locals or even our CSR initiatives at the locations, we try our best to generate progress and livelihood opportunities for the society at large. This was indeed essential to be communicated to the people of Orissa at large and Leo Burnett offered us just that with their campaign."

Anup Vishwanathan adds, "Vedanta has made and continues to make significant contributions to the society across the spheres of livelihood, education, health and infrastructure development. The problem, as we found, lay in the lack of awareness in the state about these good deeds. This has not been properly communicated in the past and we attempted to correct this."

Maniv Arcot, who conceptualised the campaign and created it along with Ashwiny Iyer, adds, "All we had to do is some responsible advertising. That's what we did. And it worked. Not just in the boardroom, but in the media as well. When there is so much to say, we just had to be careful to stay away from flashy showmanship. The Campaign Mining Happiness. For the People of Orissa is just a true story shared with the people who matter. We just tried to do it with humility and grace."

Reflecting upon the successful run of the campaign, Pinaki Sanyal, Advertising Manager, Vedanta Aluminium says Mining Happiness is a unique tag line, as it truly reflects Vedantas initiatives in Orissa, simply and effectively.

Category:

Nonprofits & Activism

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• Vedanta Aluminium Ad
• Vedanta Aluminium TVC
• Vedanta Aluminium Commercial
• Mining Happiness.