The Rotary Club and JWT 'Make Miracles Happen'

In a recently-launched TV-led campaign, JWT India and The Rotary Club have launched a campaign celebrating the eradication of Polio in the South East Asia Region. The World Health Organisation (WHO) certified South East Asia as free of polio on March 27, 2014, and the campaign highlights this freedom.

[caption id=“attachment_80617” align=“alignleft” width=“380”] The film celebrates the eradication of polio from South East Asia[/caption]

Speaking about the campaign, Raji Ramaswamy, Senior Vice President, JWT Kolkata said, “It is a great opportunity for JWT to design Rotary International’s pilot programme for India to showcase their unrelenting efforts over the years that has created history and helped eradicate polio from India. Our 360 degree campaign across TV, Print and Digital showcases the multiple initiatives of Rotary in India and encourages more people to join hands with them to make a difference.”

The film has the look and feel of an animated illustration; a young boy finds himself getting trapped as his feet are getting tied with threads. The more he tries to escape, the more trapped he finds himself. Defeated, he sits down; he sees a football bounce off around him. He gets up excited and tries to reach it. In his determination, he breaks open each rope that is tying him down. Slowly, the camera begins zooming out and we see the background is that of two human palms. The boy holds on to the lifeline (literally) and jumps onto the other hand. He begins kicking the football around. Amitabh Bacchan’s VO then states that India is now polio free. “When we join hands, miracles happen.”

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Watch the film here:

“Logic says you can’t change fate as it is sealed in your palm’s fate lines even before you are born. But the magic of two hands coming together can change fate and make miracles happen. This was how JWT came up with the idea of bringing these fate lines to life as a new lease of life lines to change the fate of newborns,” said Senthil Kumar, National Creative Director, JWT.

He added, “Team Eeksaurus spent over three months on the amazing craft and has truly created a masterpiece in film with some phenomenal music craft as well, bringing alive the pain and the percussion in the boy’s story as he breaks free from his fate lines and holds on to a new life line. The rich baritone voice-over by Amitabh Bachchan, UNICEF and Rotary’s brand ambassador for polio expanded the appeal of the campaign.”