Problem to solve:
India is one of the most competitive markets in the world. We needed an idea that would help Estonia’s food and beverage sector enter this market by cutting through the noise and creating an emotional connection.

Solution:
Instead of creating a traditional advertisement, we set out to create content that would genuinely capture the hearts of the Indian audience through music.

´´Vande Mataram´´ is one of India’s most beloved patriotic songs, praising the motherland for the gifts of nourishment she provides. We reimagined this iconic piece with the Estonian Children’s Choir, celebrating Estonia’s land for the pure and natural food it offers.
Our strategy was to honour the motherland for the purity of its food rather than simply selling products. This emotional, patriotic approach was designed to resonate deeply with the Indian spirit.

Impact:
The video has already surpassed 10 million views and earned over 64,000 reactions. It has driven more than 450,000 website sessions and generated over 2000 enquiries.

Creative Director: Anoorupa Bose
Art Director: Teele-Riin Kodar
Project Manager & Producer: Vanessa Oks
Videographer, Colorist & Editor: Mart Vares
1st Camera Assistant: Ardi Ossaar
Drone Operator: Markus Vares
Sound Design: Mutemix, Romet Pott
Choir: ETV Children’s Choir
Choir Conductor: Silja Uhs