We first pitched this idea in 2011. It did not make the cut. But the team did not give up. They went back and repitched it to the same client. Finally, it happened after 4 long years, in 2015. I was not part of the final execution but I am proud of it. It got a shortlist at Cannes. Watch the final documentary here: www.youtube.com/watch?v=h22M4-0rAUg
Edible oil communication in India was largely stuck in the dining room, showing smiling faces eating great looking food. In this film, we tried to create a totally new context for telling the story of joy of eating, while retaining the same warmth and emotion.