Home is where the family is

My mom left for India this Sunday after a two-month long visit. When I tell my American friends this, they give me a look of surprise. Followed by one of awe. And then I go on to explain how it works differently with Indians. And my family. I tell them that if I was still in India and unmarried, I’d be living with my parents. And that if I moved back and lived in the same city as my in-laws, we would live together. This concept is so foreign to most Americans. They only see the width and breadth of my studio and think how can three people live in this space. They think about my social calendar and work obligations and wonder how I would entertain my Mother for so long. I don’t blame them. It’s a cultural thing.

Seldom does advertising move me the way this ad has. In fact, by the time the ad was over, I was weeping. Remembering all the times I have stood at the airport saying bye or leaving. In fact, I don’t even consider this advertising.  This project aligns well with Coca-Cola’s Happiness Project and its brand idea, but I think it is every single brand’s responsibility to empower people. To celebrate them and bring them joy.

Big, big brownie points to Coca-Cola and McCann Manilla for looking beneath the underbelly of a nation and bringing it to the forefront.

About Jinal Shah

Jinal Shah is a writer and a digital strategist.
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3 Responses to Home is where the family is

  1. I admit it: I cried too. Lovely post and ad and idea.

  2. Rehab says:

    Thank you for posting this. It’s beautiful!

  3. Brent says:

    Such a lovely piece. We worked in the Philippines this winter, the strong families and warmth of her ever singing people is lovely. I wish they would have taken it a step further and gone softer with the branding. Goldsmiths University is running a really beautiful campaign, visual storytelling about the neighborhood and only dropping their logo in the closing frames:
    http://www.youtube.com/watch?v=xhXQnW0XCvI&list=PLCD31D95424A6282E&index=2&feature=plcp

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