Dharavi

Food & Drink Spread

Client: Intel

Agency: McgarryBowen USA, Mangham Gaxiola
Creative Partner: Robert Gaxiola
Senior Copywriter: Geraldine Oh
Production House: Think Pot

We didn’t want to create a typical TV commercial for Intel India. Instead, we set out to find real stories with journalists to show how a computer can truly empower someone.

Along with a talented director and crew, we arrived in Dharavi–one of the poorest slums in India to tell the story of Ansuja Madhiwal: a girl whose life had been transformed by the Dharavi Diary Slum Innovation Project, where she learned how to code on her first PC. And eventually create an app that made a positive difference in her community.

This cinematic gem is accompanied by two other TV commercials which we’ve conceived and shot, together with an on-ground activation to bring Intel-powered devices to village common centres where local citizens can access computers, the internet and participate in training sessions–all for free.

We’re not just proud to be part of Intel’s first-ever ad campaign in India, but also glad to be part of their vision to bring the benefits of computer ownership to every household across India.