This article is part of our ‘TBI Corner’ where we speak to you, our reader, directly. This is all about what we’re doing as a brand, our take on various topics, and what’s up at TBI. Let us know what you think in the comments below!
Our ‘Reach For Better’ series has done it again, scoring three trophies across two awards! This year, it bagged a trophy at the Indian Digital Marketing Awards (IDMA) and two at Mcube (Masters of Modern Marketing Awards).
The series, made in association with Franklin Templeton Investments (FTI), continues to garner accolades from the industry and we could not be prouder.
In April this year, the series won 2 vIDEA Awards for the Best Branded Content and Best Storytelling. This time, ‘Reach For Better’ was the only winner in the ‘Best Corporate Integrated Media Campaign,’ category at the IDMA 2019. At Mcube 2019, it picked up ‘Best Creativity in a Social Media Campaign’ and ‘Special Mention for Branded Content.’
Click here to know more about the campaign.
The Better India (TBI) was in contention for the awards with some major agencies like HT Digital and Shemaroo Entertainment, as well as major brands such as HT Brand Studio and Edelweiss Group.
Balaji Vaidyanathan, Marketing Director CEEMEA at Franklin Templeton, said of the campaign, “The ‘Reach For Better’ campaign is a testimony to what the Franklin Templeton philosophy stands for—enabling and inspiring people to reach for better, and it was executed with six inspiring life stories that represented the six qualities required for being a successful investor.
While the route of emotive storytelling at a mass level was something new for us, we were confident in our approach and felt that such powerful stories would resonate well with our audiences.”
The campaign was the culmination of the teamwork and understanding between FTI and TBI. “It was great that Franklin Templeton came on board to help us bring these stories to light, I’m really pleased with the way the videos came out,” said Dhimant Parekh, co-founder of TBI.
He also spoke about the roles that brands play in telling stories that matter, “It’s wonderful that brands are willing to tell stories of positivity. It’s important because, in reality, it’s as if all of us are doing two jobs: the one that is immediately obvious and the larger job of making things better for everyone. When we can find the middle ground between a brand’s primary work and the potential to spread inspiration, that’s where the magic happens. And this award is further validation and inspiration for us.”
Juzer Tambawalla, Head of Marketing at FTI, concurred, “Working with ‘The Better India for this campaign was an enriching experience. Not only did they help us find relevant real life, human stories but also gave them a fitting treatment on film. Their commitment helped this campaign become one of the most successful and memorable for Franklin Templeton, India. They are indeed the largest positive news platform in India, and their ability to find positive stories is unmatched.”
The stories of the campaign prove that with a little ingenuity and a whole lot of courage, anything can be accomplished. Just look at what the six protagonists of this series have done and the life values they represent.
Stay Resilient: Find out about a transgender who fought the dismissal and harshness of society to achieve her dream of becoming an RJ and a respected citizen in her community. Watch the video!
Step Up: Despite being born visually-impaired and with limited mobility in his arms, 29-year-old Shankar Chandrashekar is a digital guru and helping other visually-impaired people become tech-enabled. Watch the video!
Start Early: A 15-year-old son of daily wage labourers builds a unique garbage-collection cart that is winning awards, proving that innovation can come from anywhere if given the right support and encouragement. Watch the video!
Never too late to begin: A child bride at 12 and a mother at 13, Baby Halder escaped a life of abuse, took up a job as a domestic help, and went on to become a bestselling author. Her book has been translated in 21 local and 13 foreign languages. Watch the video!
Seek Guidance: Biplab Ketan Paul, water sector expert and social innovator, has created a unique rainwater harvesting technique that is transforming 40,000 barren acres and can hold up to 40 million litres that will last farmers seven months! Watch the video!
Have A Goal: Pabiben used to fetch water for Re.1 a day. A female artisan in a village in Kutch, she defied social diktats to invent her own art form, and now her art trade employs women in the village and has an annual turnover of Rs. 20 lakh. Watch the video!
On a closing note, Balaji adds, “Winning awards is always a nice feeling for anyone. However, campaigns that are able to win over the hearts of people— that feeling inside when someone tells you that your message connected with them—that feeling is priceless, and worth more than all the awards in the world!”
IDMA is held by exchange4media, one of the leading advertising and media publications in India. The awards were created with the objective to recognise, celebrate and encourage work being done in the Indian digital media space.
Mcube has been conceptualised by Inkspell Media to honour the great marketing stories from India and those who scripted them.
(Edited by Saiqua Sultan)