DDB Mudra South & East creates nostalgic 7min short-film on friendships for McDowell's No.1

MacDowells1.jpgMacDowells_2.jpgMcDowell's No.1 wanted to celebrate and own the most important relationship in the life of the young Indian - close friendship. True friendship that is akin to the bonds of family, wherein one can be truly oneself, without any pretentions.

The campaign idea developed by DDB Mudra South & East India was to create a short film that epitomizes the core values of "true friendship" in lyrics as well as the accompanying visuals. The storytelling to showcase how these "close buddies" together navigate through life with the security and comfort of each other's company. Thus, creating a warming narrative about real friendships which each and every person can identify with.

The lyrics are by Sonal Dabral, the voice by Mohit Chauhan and composed by Rajiv Bhalla.


With this short film, McDowell's No.1 embraces a new journey - celebrating close friendships and baring testimony to their stories. Further the campaign will echo in every hallway, corridor and room across India in all the mediums via a 360 degree marketing route.

Unnati sinha.jpgCommenting on the ad film, Unnati Sinha (right), Senior Vice President - Marketing, United Spirits Limited, said: "Real friendship is one of life's strongest and most rewarding relationships. We're very proud of our new McDowell's No.1 film that portrays real friendships that bind people together through the years. This is the first time that McDowell's No.1 has used a long musical narrative to communicate the brand proposition through nostalgia. Consumers and the trade have loved the film particularly as McDowell's No.1 is at the heart of their own special memories of celebration with their closest friends."

Sonal Dabral B&W.jpgSharing his experience while penning the lyrics for the seven minute ad film, Sonal Dabral (left), Chairman and Chief Creative Officer, DDB Mudra Group, said: "Beyond the transience of social networks, there is a friendship that is deep and genuine. I wrote the '#No1Yaari' song as a tribute to such cherished, meaningful friendships that enrich our lives. "Aisee Waisi dosti nahin.." is exactly how I define these rare special friendships. It's a track that will transport everyone to the wonderful moments that have made these friendships special and sure to bring a smile to their face, as it will remind them of their own No1Yaari."

"An iconic brand, a great client and some magical moments of inspiration. It's been a pleasure working on this campaign and writing this Yaari anthem which I'm sure will become the soundtrack for the best of friends raising a toast to their precious friendship anywhere across the country," said Dabral.

Agency: DDB Mudra South & East
Chairman & Chief Creative Officer: Sonal Dabral
Creative Head, DDB Mudra South and East: Vipul Thakkar
Creative Team: Sourabh Doke, Vimalkirti Deshmukh, Praveen Sekar, Vignesh Raja, Hitesh Harish, Ajun Abraham
Brand Communication team: Deepak Rajagopal, Arjun Krishnadas
Senior Agency Producer: Vishal Sane
Account management team: Deepak Rajagopal, Arjun Krishnadas
Account Planning team: Amit Kekre, Rajesh Sharma, Padmapriya Muralidharan

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