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“THE FOREST MAN OF INDIA” AD DEMONSTRATES THE POWER OF CONSISTENCY

 

 

The Brief

Old Friends Young Talent was briefed to find a true-life story that demonstrates the power of consistency.

The Solution

After researching many stories, it was the story of Jadav Payeng and his single-minded, consistent focus that stood out the most. Jadav’s mission to save his Indian island home of Mājuli, whilst facing harsh elements and with limited resources, demonstrates the power of how small consistent increments of behaviour over time, can add up, in the end, to something extraordinary. Jadav’s consistent focus on reaching his desired outcome also lies behind Prudential’s success in building wealth for its clients. The commercial, which was filmed on Mājuli island, North-East India and directed by Oscar-winning filmmaker, Asif Kapadia, tells the humble story of Jadav Payeng who, since 1979, has single-handedly planted over 1400 acres of trees to save his home from being washed away by the Brahmaputra River. Jadav continues to plant every day and is now known as The Forest Man of India.

The Result

A marked increase in website visits and visit duration. Increases in mentions, follows, likes and engagement across all social media platforms, as well as a significant increase in direct investments, with Prudential Investment Managers.