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Gritzo, a brand of Healthkart in the personalised nutrition category for children, unveiled a digital film on the occasion of Children's Day titled #AcheRahoSadaBachheRaho.

With this campaign, Gritzo aims to celebrate "harr bache ke nazriye ko" by capturing how every child sees the world from their own eyes through a pool of imagination in various different situations in their daily lives.

The campaign features a film that showcases four different scenarios between two children (a boy and a girl) and their mother in their day-to-day lives. It is in between these daily activities that the children in the video are shown imagining the extraordinary that may seem normal or usual otherwise. Conceptualised internally and executed with the help of the production house, SG Dream Media, the film showcases children's distinctive imagination and perspectives on life when they view the world from their own eyes.  

The video -

Subhadeep Das Gupta, Head of Business at Gritzo, said, “At Gritzo, we feel every child is unique, including their strengths, inventiveness, and imagination for thought. Every effort we make focuses on offering each child's needs, whether it is physical or emotional, specific attention. With our most recent Children's Day campaign, we aim to celebrate each child’s creative imagination and hope to remind everyone how crucial it is to foster them in all situations. It's time to stop viewing the world through a stereotypical lens, encourage originality, and give these young minds wings.”

Some of the scenarios include how a young child is planting paper flowers in the soil, believing them to be identical to real ones, while his mother sees her child covered in dirt. Another scene depicts a family at the breakfast table, where the boy is imitating his father reading the newspaper with a milk moustache on his face and the girl is seen flying her sandwich plane around him. A third scenario shows a boy emptying a basket full of empty cans and creating a big castle out of them. The final scenario offers another illustration of how children's active imaginations find something significant and colourful amidst the ordinary. The young child is doodling on the walls of the house, thinking that it is this blank canvas on which she can easily produce a masterpiece while her mother is worried about the scribble on the walls. 

Thus, in each of the depicted situations, the children are seen as imagining something remarkable, whereas their mothers regard it more as normal situations such as their child in mud play, fiddling with the garbage, or scribbling on the walls of the house.

By highlighting the creative potential of young minds, the campaign revives the idea of viewing and imagining the world through their eyes.