MUMBAI: Promoting ‘Start a Little Good’, the CSR initiative of Hindustan Unilever Ltd, Ogilvy Mumbai has created a thought-provoking film centred on water conservation.

Produced by Little Lamb Films, the film opens on an urban shower booth in the middle of a rural village. A villager steps inside out of curiosity. He turns on the shower and to everyone’s surprise, he starts drinking the water to quench his thirst instead of taking a bath. One by one, all the villagers queue up to drink water from the shower. The juxtaposition thus beautifully highlights the value of water and the need to conserve it.

Ogilvy India vice chairman and group CCO Sonal Dabral said, “When a powerful initiative, like ‘Start A Little Good’, meets a fresh creative thought, the result is pure magic. ‘The Shower’ is a great example of the impact cut-through creativity can have in promoting critical issues like water conservation. Kudos to HUL for all the work they are doing in this area to help improve the lives of millions across India. Proud of our teams at Ogilvy for creating this brilliant moving evocative piece of work.”

Ogilvy India (West) chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha noted, “Unless we understand the value of water, we will not be motivated to save it. This is the simple insight we had when we started to think of this film. From there came the idea of taking a city shower into a village and showing how almost half a village can drink water, in the time it takes one city dweller to take a shower. If the film punches our conscience, it is meant to. The society needs a mirror to see its behaviour and the film is holding up that mirror.”