Direction for Film Advertising
Client Tata Global Beverages
Brand Tata Tea
Entrant Green Grass Film
Cultural Context Over the past decade, the ideology of activism has become mainstream in India. However, our behaviour around social issues is still heavy with apathy and inertia. Our brand of activism still largely errs on the reactive side. There’s no dearth of angry demonstrations and protests after the occurrence of unfortunate incidents, online and on-ground
To push the nation’s collective conscientiousness nation further, we felt the need to create a new preventive behaviour within the realm of activism. We needed to ignite the spirit of PreActivism so that the nation can recognize and intercept warning signs, and do their bit to prevent disasters from occurring.