As India celebrates 76 years of Independence, we decided to remind its citizens of the thousands of child trafficking victims who are still fighting for their freedom.
This is the harsh reality that resides in the underbelly of an India that we do not see. It was therefore imperative for us to tell this sensitive story through a sensitive lens, a tale of an innocent soft toy juxtaposed with the tale of a not-so-innocent reality of child trafficking. Therefore, Mukul Madhav Foundation presents to you Bittu and Balloo's Story, a PSA-led film on the lost childhoods of victims of child trafficking.
At this young age, we observed that most children are inseparable from their favourite soft toys — be it a doll, animal or in Bittu's case, Balloo the teddy bear. The protagonist of the film and a symbol of Bittu's lost innocence, Balloo witnesses the loneliness, darkness and pain that is caused to children by trafficking. Through this film, we hope to bring awareness around this often ignored cause, and prompt viewers to act for those fighting for their freedom.
This professional campaign titled 'Bittu and Balloo's Story | A Film on Child Trafficking' was published in India in August, 2023. It was created for the brand: Mukul Madhav Foundation, by ad agency: Schbang. This Digital and Film media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 7 months ago by Kar: Anindita of Schbang.
Writer: Simran Kumar
Group Creative Manager: Rishabh Pande
Director: Raashi Nahata
DoP: Siddhanth Khemka
Production team: Jainit Juneja, Anosh Paghdiwalla
Head, SMP: Rachaita Vyas
Editor: Vishnu Prasad
Music: Adith Anande
Art: Anandi Menon & Vicky
Sr. Brand Impact Strategist: Anindita Kar
Sr. Brand Impact Visualiser: Devang Patil
AVP, Schbang for Good: Varsha Rohani
Client team: Gayatri Chhabria, Ritu Chhabria, Ashok Jaiswar, Vinay Patil