SOS Children’s Villages India - "Chatpat (Board)"

FCB India

FCB India Mumbai, India

1109

This ad is part of the ACT Responsible Collection

Brand: SOS Children’s Villages India
Country: India

Advertiser: SOS Children’s Villages

Title	Chatpat (Board)
Agency	FCB India
Campaign	Chatpat
Advertiser	SOS Children’s Villages
Brand	SOS Children’s Villages India
Posted	April 2023
Business Sector	Charities, Foundations, Volunteers
Story	30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone. Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations.
Problem	So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS. We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS. From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs. Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations. 10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS.
Media Type	Case Study
Digital Agency	Kinnect
Post Production	Lord + Thomas
PR Agency	Cumulus
Advertising Agency	FCB Chicago
Chief Creative Officer	Swati Bhattacharya
National Creative Director	Kartikeya Tiwari
Executive Creative Director	Ashish Tambe
Associate Director Marketing	Jaikrishna Patel
VP Design	Priyanka Mestry Soni
Art Director	Lekha Kambli
Visualiser	Mihir Haria-Shah
VP West	Ritika Malhotra
Associate Account Director	Aarzu Duggal
VP Web strategy and Organic Search	Dhruv Shah
Creative Strategist	Meru Kapoor
Creative Executive	Rishabh Kallyat
Creative Executive	Chirag Gupta
Lead- Creative Producer	Manan Gala
Creative Producer	Tushar Tawde
Video Editor	Pranav Mestry
Video Editor	Kevil Gada
VP Strategy	Kizie Base
Creative Group Head	Pawan Pandey
Creative Director	Maithili Mullick
Director and Cinematographer	Amit Roy
Director and DOP	Anas Ali
Chief Creative Officer	Andrés Ordóñez
VP Creative Director	Tim Schoenmaeckers
VP Creative Director	Niels Sienaert
Executive Creative Producer	John Bleeden
EVP, Director of Production	Kerry Hill
Creative Editor	Gus Spelman
Audio Engineer	Alec Chojnacki
Creative Director	Jack Miller
Associate Creative Director	Kelly McGuckin
Associate Creative Director	Jake Roland
VP, Director of Project Management	Kristin Oberg