MP Birla Cement celebrates Holi with new digital campaign
Based on a poem by radio presenter Neelesh Mishra narrating a spouse’s longing for the presence of their significant other, the film pays homage to the love and longing that Krishna bore for Radha
Holi, the festival of colours; a day when the whole country is painted as vibrant as the rainbow and every home is abuzz with friends and visitors. It is widely known that Holi is a celebration of the triumph of good over evil, and as much as that is true, Holi is also a celebration of brotherhood, forgiveness, new beginnings and the love we feel for the people in our lives.
These emotions and relationships are what make a home and instil in them stability, strength, integrity and above all love. Qualities that are synonymous with MP Birla Cement. This four-minute film is a tribute to these qualities by MP Birla Cement on the occasion of Holi.
Speaking on the campaign, Sandip Ranjan Ghose, Chief Operating Officer at Birla Corporation, “A beautiful poem, a well-written book or a nicely made film are ways in which we can relish and cherish what festivals like Holi mean in our lives. We felt if we could create some such moments in the film that would resonate with the public and stay with them as fond memories, we would have done well. We are fortunate the beautiful poem and the loving picturisation have helped create a beautiful album of relatable moments.”
Based on a beautiful poem by noted radio presenter Neelesh Mishra that narrates a spouse’s longing for the presence of their significant other, the film plays allegorical homage to the love and longing that Krishna bore for Radha. The narrative is at once playful and passionate, describing the many festivities that the celebration of Holi entails interspersed with the yearning of a wife to see her returning husband. Filled with several realistic interactions that are typical to Holi, the underlying message comes through subtly but surely: just as the gulaal colours our clothes and faces, it is those who are dear to us that colour our lives. Every individual in our families and circles adds a different hue to our journeys, some dark and some light, but it is these relationships that build us and make us who we are. They instill in us strength, integrity and stability, all of which are qualities that MP Birla Cement also aspires to.
