In a chat with Storyboard18, FCB India’s Swati Bhattacharya & Kinnect’s Kartikeya Tiwari, talk about the experience of working with SOS Children’s Villages of India, the story behind the character ‘Chatpat’ and the downside of guerrilla marketing.
FCB India’s creative chairperson Swati Bhattacharya is known for campaigning for social issues that are typically not widely addressed or make people uncomfortable, through her work on brands. Issues like the inclusion of widows, transgender persons, unmarried women, divorced women and single mothers, in the traditional Bengali ritual of sindoor khela.
“Brands have the power of being the ambassadors of good. They have been taking the responsibility of making a difference in society,” she tells us. That’s one of the reasons why she didn’t hesitate to take on another social campaign when SOS Children’s Villages of India approached the agency with a brief a few months ago.
Finding the dream team
Last year, FCB India picked up equity in Mumbai-based digital agency Kinnect. A few months ago as a part of Kinnect’s KinnectEDGE program, Bhattacharya conducted a creative workshop. That’s where she got the chance to meet the digital shop’s national creative director Kartikeya Tiwari and his team. According to Bhattacharya, she instantly fell in love with the team and asked if they would like to make “creative griha pravesh” with a collaboration on SOS Children’s Villages of India account.