A young guide dog pours out his heart in new film via Scarecrow Communications Mumbai

Scarecrow Communications India has launched its second film for the Eye Bank Association of India (EBAI), titled ‘Dog’.

In 2007 the founders of Scarecrow, Manish Bhatt and Raghu Bhat, created a film titled ‘Hostel/Holi’ for EBAI, which still remains one of India’s most watched Indian public service ads on youtube with over 1.5 million hits. The film was also appreciated by global organisations like the United Nations and Cannes Lions.

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Yet, most importantly, the film was successful in creating a great impact on hundreds of people who pledged online to donate their eyes. It was effective without incurring any media cost. Powered by strong emotive content, the film went viral and with a link to the online eye donation form it successfully resulted in action. It was a conscious effort, because only awareness and no action can turn the most brilliant piece of communication into a wasted effort.

Drawing inspiration from the success of the first film, Scarecrow got its creative people together for a brainstorming session to find the next compelling story that will have the power to reach many and convert them into eye donors, without needing much media spend.  

Among the many ideas, team Scarecrow zeroed in on the DOG script – the story of an adorable, young guide dog pouring his heart out to the viewers. A story, the team collectively felt gave the message in an absolutely fresh, unexpected and memorable manner.  

Scarecrow approached noted director duo, Kiran & Aban Deohans, who also managed to rope in veteran Bollywood actor, Boman Irani to lend his voice to the dog.  

The film has been placed on the agency people’s social media platform and has generated instant traction. The plan is to reach out to celebs, influential tweeple, opinion leaders and bloggers, make them a part of this initiative and urge them to share the video on their social media platforms. For the first film too, many influential Indians joined the cause – where videos of them making an appeal to the people to check the ad and donate eyes were shot and uploaded on youtube. This time, with facebook and twitter getting more popular, ‘sharing’ will be the key focus. 

Credits – Creative Directors: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar. Copywriters: Sarvesh Raikar, Pervin Bhesania, Manish Bhatt. Art Directors: Kapil Tammal, Lalit Sakurkar . Strategic Planner: Arunava Sengupta. Film Production Company: Candid Creations. Director: Kiran Deohans, Aban Bharucha Deohans. Cinematographer: Kiran Deohans. Production Producer: Aban Deohans. Editor: Sandeep Shethy, Nadeem. Sound Production Company: Song Bird Studios & Famous Galactica. Music Composer: Rajat Dholakia. Voices: Boman Irani, Aban Bharucha Deohans.