Amway India has unveiled the ‘Goodness Inside’ campaign. It tells the story of the way in which people may harness their inherent goodness. Their goodness may help others lead healthy lives.
The film, created by L&K Saatchi & Saatchi, attempts to shed attention on Amway India’s foray into the Chyawanprash market underneath the Nutrilite brand.
It describes the tale of a small business owner who can’t physically deliver products around the neighbourhood. When his grandson realises the reason, he and his little buddies ride about on their bikes. They help his business by carrying necessities to others in their area.
Rohit Malkani, joint national creative director, Law & Kenneth Saatchi & Saatchi, said, “We have always collaborated with Amway to create powerful human stories for their products. This time around, it was Chyawanprash- a product filled with natural goodness and immunity benefits. It couldn’t have happened at a more opportune time, with the world reeling from a pandemic.”
The video was shot in Cochin under stringent Covid standards. The film conveys a touching narrative about an old individual caught in the middle of the pandemic. However, children’s naivety, resourcefulness, and goodness save him and his business.