We all are conditioned to be a part of the ‘hustle culture’ that leaves us with a handful of time to experience the real pleasures of our lives, to spend time with our loved ones or to pursue our passions. But the recent pandemic has taught us to slow down and find simpler ways to live life while putting our vanities on the back burner. It has made us more conscious, compassionate, and empathetic towards others as we embrace the disruptive daily patterns. With a similar grain of thought in mind, COLORS has released its new brand film #InsaanHuaUnllock that asks people to find their missing selves and become more aware of the things that matter the most. 

Launched on the heels of its previous film, #JitneDurUtnePass that sent out a message of social distancing, the new brand film takes ahead the conversation and opens with a diary visual revealing human sketches interspersed with a voice-over narrating their pre and post lockdown stories. It elaborates how we have found solace in adversities, unlocked our human side, and are being more appreciative of the essential workers who are tirelessly serving us.  It depicts how people who used to be inseparable from their mobile phones are spending quality time with their family, how we are keeping our financial worries aside to help others in the time of need. On the whole, the new daunting reality has turned us into better human beings and that we should continue to do even after we attain normalcy. 

Speaking about the campaign, Sapangeet Rajwant, Head- Marketing, and Digital, Hindi Mass Entertainment & Head of Brand Solutions, Viacom 18, said, “It takes a lifetime for people to realise what they have been missing out on and this difficult period has been a blessing in disguise to make us aware of what that matters the most.  As a socially conscious brand, COLORS has been effectively putting across the message of safety and solidarity through innovative campaigns and our new brand film #InsaanHuaUnlock is the next step in this direction. With this film, we intend to foster our connection with the viewers by urging them to make the most of the present moment and discover their real selves while being compassionate towards others. It has received a heartening response and we are glad to be able to spread positivity with the new initiative.” 

The film so far has clocked 750k+ impressions across COLORS social media platforms.