Winner of a 2023 Clio Grand Award for Use of Talent & Influencers
Winner of a 2023 Clio Silver Award for Cause Related
Winner of a 2023 Clio Silver Award for Use of Talent & Influencers
Winner of a 2023 Clio Bronze Award for 31 seconds to 60 seconds

This winning entry titled 'Chatpat' was entered for SOS Children's Villages by FCB Chicago & FCB India, Chicago. The advertising agency is part of the agency network: FCB and holding company: Interpublic Group.

30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone.

Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations.

So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS.

We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS.

From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs.

Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations.

10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS.

This professional campaign titled 'Chatpat' was published in India and United States in May, 2023. It was created for the brand: SOS Children's Villages, by ad agencies: FCB Chicago and FCB India. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 5 months ago.


Agency Network FCB
Holding Company Interpublic Group
Production Company Lord + Thomas, Chicago
Advertiser Brand SOS Children's Villages, Mumbai
Advertising Agency FCB Chicago, Chicago
Entrant Company FCB Chicago & FCB India, Chicago
Advertising Agency (Additional) FCB India, Gurguram
Advertising Agency (Additional) Kinnect, Mumbai
Public Relations Agency Cumulus, Gurugram
Chief Creative Officer Swati Bhattacharya / FCB India
Chief Creative Officer Andrés Ordóñez / FCB Chicago
Worldwide Creative Partner Danilo Boer / FCB
Executive Producer John Bleeden / FCB Chicago
Creative Director Tim Schoenmaeckers / FCB Chicago
Creative Director Niels Sienaert / FCB Chicago
Creative Director Jack Miller / FCB Chicago
Associate Creative Director Jake Roland / FCB Chicago
Associate Creative Director Kelly McGuckin / FCB Chicago
Associate Creative Director Miles Jappa / FCB Chicago
EVP, Head of Production Kerry Hill / FCB Chicago
SVP, Studio Director Roman Mendez / Lord + Thomas
Editor Gus Spelman / Lord + Thomas
Sound Designer Alec Chojnacki / Lord + Thomas
Creative Director Maithili Mullick / FCB Interface
Creative Group Head Pawan Pandey / FCB Interface
Senior Brand Services Manager Vishakha Khattri / FCB India
Senior Brand Planning Manager Dhananjoy Roy / FCB India
Senior Creative Executive Chirag Gupta / FCB India
Vice President, Strategy Kizie Base / FCB India
Executive Creative Director Ashish Tambe / Kinnect
VP West Ritika Malhotra / Kinnect
VP, Web Strategy and Organic Search Dhruv Shah / Kinnect
VP Design Priyanka Mestry Soni / Kinnect
Video Editor Kevil Gada / Kinnect
Strategy Manager Aditya Joshi / Kinnect
Sr. Visualiser Mihir Shah / Kinnect
Senior Video Editor Pranav Mestry / Kinnect
Senior Marketing Manager Stuti Srivastava / Kinnect
Senior Creative Strategist Meru Kapoor / Kinnect
Senior Creative Producer Tushar Tawde / Kinnect
Senior Creative Executive Rishabh Kallyat / Kinnect
Senior Art Director Lekha Kambli / Kinnect
National Creative Director Kartikeya Tiwari / Kinnect
Lead Creative Producer Manan Gala / Kinnect
Director, Corporate Communications Rucha Bhalekar / Kinnect
Client Servicing Garima Bisht / Kinnect
Client Servicing Tirtha Bandi / Kinnect
Associate Director Marketing Jaikrishna Patel / Kinnect
Associate Account Director Aarzu Duggal / Kinnect
Director of Photography Amit Roy / J-BLOC
Director Anas Ali / J-BLOC


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