Creativity

Heineken Aims to Bridge the Divide Between Generations in India in Latest 'Social Experiment'

Following 'Worlds Apart,' Film by Publicis India Addresses Another Divisive Topic

By Alexandra Jardine. Published on Jan 31, 2018

Editor's Pick

Following Worlds Apart, its "social experiment" in which it tried to bring together people of different political outlooks, now Heineken has turned its attention to India and another sensitive topic-- the gap between generations.

The new film uses Indian parents' traditional career expectations of their children as a foundation for the social experiment and a platform to address wider communication barriers. The brand staged a comedy night featuring comedian Rudy Singh, who explains in a stand-up routine that his father disapproved of him giving up his engineering job to perform comedy. At the end it's revealed that his father is the audience, and the two have an emotional reunion over a beer. Other parents and children in the audience are then interviewed about how they can address this gap between expectations and reality.

While such issues are complex and we're not sure it's always so black and white as the end of this film makes out, it's an admirable move by Heineken for trying to address it.

Ayappa Km of Early Man Film directed the spot, for Publicis India.

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Credits

Date
Jan 31, 2018
Agency:
Publicis India
Client:
Heineken
Global Chief Creative Officer:
Bruno Bertelli
Chief Creative Officer:
Bobby Pawar
Executive Creative Director:
Cristiana Boccassini
Global Creative Director:
Milos Obradovic
Global Creative Director:
Mihnea Gheorghiu
Creative:
Siddharth Joglekar
Creative:
Priya Gurnani
Creative:
Reya Regi
Account Director:
David Pagnoni
Account Executive:
Dalila Salhi
Chief Operating Officer:
Paritosh Srivastava
Vice President:
Theresa Ronnie
General Manager:
George Lazar
Group Account Manager:
Siddhartha Rajiv
Global Planner:
James Moore
Creative Planner:
Sudeep Gohil
Creative Planner:
Abhinit Agarwal
PR Agency:
Edelman
Production Company:
Early Man Film
Director:
Ayappa Km
Producer:
Jignesh Maru
Producer:
Pooja Talwar
Global Brand Director:
Gianluca di Tondo
Global Communications Director:
Anuraag Trikha
Global Communications Manager:
Daniela Iebba
Vice President, Marketing:
Prashant Patwardhan
Chief Marketing Officer:
Samar Singh Sheikhawat

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