DDB Mudra South & East India and McDowell’s No.1 Soda celebrate the bond of true friendship
McDowell’s No.1 Soda celebrates the bonds of true friendship in a unique and soul stirring video with MS Dhoni (Mahi) and his childhood friends (yaars), who have come together for the first time to show the world their No. 1 Yaari that has transcended through the years.
The trio from Ranchi, have been together through thick and thin, and never resist celebrating their asli yaari at every opportunity they receive. Mahi and his friends have seen each other through all the hardships and successes and have always stood by each other’s side.
The film is set in a house gearing up for a wedding. Dhoni’s two childhood friends are teasing each other over the chore of making tea when Dhoni makes an entrance. The film progresses with them reminiscing their childhood and the wee years of their companionship through photographs, a fun game of ‘gully cricket’ using tin cartons as makeshift wickets and cracking jokes amongst themselves and playing pranks on each other. Their yaari (friendship) was not only about the difficulties but also about the childlike moments they shared with each other, they laugh at each other’s leg pulling act and cherishes the evergreen treasure of memories.
The 3 min film has been created by DDB Mudra South and East. In 2014, the brand along with DDB Mudra South and East launched the ‘No.1 Yaari’ campaign which featured a truly heart-warming song penned by Sonal Dabral and voiced by Mohit Chauhan; to honor those cherished, meaningful friendships that enrich our lives. This 7-minute digital short film garnered over 11 million views on YouTube.
Quoting on the campaign film, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “McDowell’s brand promise is all about “Asli Yaari”. About our deepest friendships. When we narrated the idea of this film to Dhoni, he was overwhelmed and recounted to us several pivotal moments from his life where his friends shaped, guided and helped him reach where is now. These true stories inspired us to create this unique film made of real soulful moments. We invited his real yaars – Chittu and Chottu bhaiyya – who participated with great enthusiasm and helped turn this film into a truly moving and heartfelt experience of No.1 Yaari.”
“A lot has changed over the years but one thing that has remained constant and by my side is my true friendship. Even though we are not able to meet each other very often, but whenever we do, we start from where we last left. Over the years this bond of brotherhood has only become stronger. This video by McDowell’s No. 1 Soda rebuilds our priceless moments and makes me cherish my yaari even more,” says MS Dhoni.
Subroto Geed, Senior Vice President – Marketing, United Spirits said, “Real friendship is one of life’s strongest and most rewarding relationships. After the huge success of No.1 Yaari campaign in 2014, we are now delighted to showcase M.S. Dhoni, our brand ambassador’s true tale of brotherhood with his real life childhood friends.”