Following the legacy of reiterating the commitment towards
excellence that started back in 2014, this year the brand has taken a step
ahead and showered tribute for heroes beyond the glory of festivity.
The shortage of organs for medical help is a universal
problem and our country significantly lags far behind than the other countries
in the world. As only 0.01% Indians consent to donate their organs or tissues
which can be as useful as saving or enhancing a life, the need to generate awareness
and encourage more people to pledge for this initiative is paramount.
CenturyPly, as a socially responsible brand, believes that Beauty Is What
Beauty Does.
The real beauty of the products of CenturyPly are, that they
are not only super attractive to look but are also functionally excellent.
Likewise they believe, that the real beauty of people are not merely confined
to their looks but actually what get etched in peoples’ mind and heart are the deeds
they do.
Through this campaign CenturyPly acknowledges the value of organ
donation and salutes those heroes who even after leaving their soul, lives
through other’s existence. Despite the challenges, there are individuals whose
selfless inspirational stories motivate us to envision the brighter side of
life. Celebrating the bravery and kindness of the people who pledge to donate
their organs after death, CenturyPly has curated this year’s Heroes campaign
with a short film.
Conceptualized by Wunderman Thompson and created by Visual
Audio, the film depicts emotional sequences between two families where an
elderly parents visit a little boy on his birthday, to whom their late daughter
has donated her eyes. The mother’s realization to see her daughter in the eyes
of the recipient boy reveals the highest power of humanity show how organ donors
remain immortal heroes of the society, serving to the betterment of a life
forever. The film has starred renowned actors – Beena Banerjee and Prithvi
Zutshi, along with others and will be promoted across digital platforms.
The brand has also extended support to Mohan Foundation in
corneal transplant of underprivileged patients under their noble initiative
‘Anudaan Making Transplants Affordable’.
Remarking on the launch of the campaign, Keshav
Bhajanka, Executive Director, CenturyPly, said, “We are highly excited to
announce the launch of CenturyPly Heroes 2021. Continuing with the tradition of
celebrating the real heroes of life, this year we have expressed gratitude for
the heroes in form of organ donors in our society, who show one of the highest
marks of kindness to save a life. We at CenturyPly, take a conscious call on
the concerning issue of organ or tissue transplant in our country and my
sincere hope is that people identify the messaging of this film and come
forward to make a better world.” Courtesy: www.uniindia.com
