Power-cuts are a big problem in India. Rural India faces long hours of power-cuts, daily. As the darkness takes away study times dreams melt away like burning candles. So, we commissioned a sculptor to create a candle that was 2 feet long and 6 inches in diameter. Carved along the body of the candle was the various life stages that the kid would go through to become a pilot or a doctor. And then we lit it up. The melting candle became our ad for the emergency lamp.
This professional campaign titled 'Melting Dreams - Pilot, Melting Dreams - Doctor' was published in India in March, 2018. It was created for the brand: Khaitan, by ad agency: JWT. This Print medium campaign is related to the Electronics, Technology industry and contains 2 media assets. It was submitted almost 5 years ago.
Advertising Agency: JWT, Kolkata, India
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Arjun Mukherjee
Art Directors: Purnajyoti Kundu, Subhrakanti Mondol, Sourish Mitra, Suvrajit Kundu, Jatishankar Bhowmik
Copywriter: Anurag Acharya
Sculptor: Partha Kabiraj
Photographer: Vivek Das