Haywards 5000's campaign by Ogilvy & Mather Bangalore builds on strength and resolve

Haywards.jpgThe Haywards 5000 brand has been built with the positioning around 'strength of resolve'. Moving away from the physical manifestation of strength, this positioning is aimed at building on an emotionally relevant issue, which in return gives the brand a stronger platform to stand on.

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Haywards2.jpgHaywards intends to keep the brand positioning contemporary and relevant to the lives of the evolving consumer. Keeping this in mind, Ogilvy & Mather Bangalore's task for 2016 was to reset the definition of 'resolve' for the youth in the current context and depict a more aspirational imagery that is relevant to the evolving, supremely optimistic youth of India.

For the youth of today, no dream or aspiration is unachievable. If it has to be done, it has to be done today. An overwhelming majority has confidence in the spirit of entrepreneurship.

Keeping this spirit of entrepreneurship in mind the current campaign shows the Haywardian Entrepreneur as an outsider in the world of business, where insiders have all the advantage. Insiders with the right surname, the right college degree, the right connections, the right group of friends, etc. while the outsider has to achieve everything on the strength of his resolve. The outsider becomes the insider, on the strength of his resolve.

Haywards 3.jpgSangeetha Sampath, Creative Director, Ogilvy & Mather Bangalore said, "Today's success stories are about 'an accessible hero' - somebody within our own community, the guy next door. The new commercial celebrates this journey of an entrepreneur who's path is fraught with 'NOs' and his fight, not against others or his circumstances but his own limitations.
Staying true to the brand's role of empowering the 'resolve' in people, this years' campaign will once again provide the Indian youth with an opportunity to make their entrepreneurial dream a reality with the next leg of Haywards 5000 'Hauslay ki Udaan' program. "

The TVC will call for entries for this one-of-a-kind a Startup Reality TV Show. This initiative received over 43,000 entries in the first year [2015] where auditions were conducted across 10 cities in 5 states, covering both tier 1 & 2 towns as well as Metros.

In its second season the program will be open to anyone above the age of 21. The national winner will receive a seed funding for •15 Lakhs. Apart from this all the budding entrepreneurs will receive mentorship and guidance through professional counselors of the Hausla Buland academy, along with entrepreneurship courses which will be provided free of cost.

Credits - 
Creative Director - Sangeetha Sampath
Business Head - Tithi Ghosh
Planning - Sreenesh Bhat, Maithili Nair
Account Management - Deepanker Mukherji, N Shashidhar, Arpita Lahiri
Film Production - Rajib Baruah
Production House - Gulliver Films
Director - Parikshit Vaidya
Production Head - Tranzita D'souza

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