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Enthusiastic, empathetic and efficient! These are the people who are working non-stop, going great lengths, taking risks, serving selflessly to make sure we stay safe at home. These are #TheEssentialPeople in times of crisis and lockdown in the country. These are the people providing all of us with essential services to keep our lives running smoothly. MG Motor salutes #TheEssentialPeople in a unique way with a campaign film, live on the social media handles of Morris Garages India.

In the current circumstances, while most of us are home trying to keep ourselves and our families safe against Covid-19, there are people who are going out every day to help keep things running. Whether it is the garbage collector or the doctors, they are out there to help people.

Conceptualised and designed by Cheil India, #TheEssentialPeople campaign is to show our gratitude towards them.

The film:

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“One of the pillars for MG Motor India’s foundation is community. As believers of people coming together and empowering each other in the time of this pandemic, the campaign recognises the power of the community and the people who keep us going. While we have always believed in investing back into the community, we scaled up our efforts to support and fight Covid-19. The Essentials is not just content-driven communication, it is authentic to MG India and to our values,” said, Udit Malhotra, Head of Digital Marketing and Content Strategy, MG Motor India

Speaking about the campaign, Jaibeer Ahmed, Senior Vice-President, Cheil India, said, “Morris Garages brings a unique perspective to everything they do. When they launched the Hector, they didn’t sell a car, they presented it as a human thing and what we can learn from it. When they launched the ZS EV, the electric car, they asked people to change what they can and proposed the vehicle being one of the many ways. So when we see every brand in every corner of the world trying to send out a positive message during these times, we just took the ‘essential services’ aspect of the lockdown and flipped and we saw the Essential people. We kept it typography for obvious reasons and also it’s classy.”