ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2022 ONE Asia - Film & Video Craft

Master Ji - A Teachers' Day Tribute

Agency BYJU'S / Bengaluru + Dora Digs / Mumbai

Client BYJU'S

Category

Casting

Annual ID

OA22_FCR011M

Description

India treats its teachers next to Gods and celebrates them on Teachers' Day. As the pandemic took over, schools went online, making everyone struggle - students, parents and schools. Teachers had to learn and unlearn to fit in the new world. Unable to adjust, thousands of teachers quit. We created a short film to highlight the plight of teachers. We used an indie approach, to make it realistic. Our protagonist - a household name captured people's attention. The story, performance and score connected with people, making video viral. The film changed people's perspective on online classes and teachers. This is a story of Tyagi Sir - a biology teacher just 2 years away from retirement. The film starts on 21st Mar 2020 - the day India announced 1 day of lockdown and then extended it for 5 months. In the film, Tyagi sir's world changes overnight, as schools go online. We see him struggling. His family tries to help and keep him happy. He is hoping for lockdown to end so that he can go back to school. The day lockdown is removed, he gets to know that online school will continue for 6 more months. This is the day when all his hopes are shattered and he types his resignation letter. He receives a call from one of his ex-students, who is now a doctor thanking him for his contribution in his life. Shaken, Tyagi sir, decides to master technology and new ways of teaching. With 36.5 Mn video views, the film changed the sentiment for the brand drastically. From 8% Positive before the video to 42% positive after it. The negative sentiment reduced substantially. The brand was seen in a positive light. Hundreds of PR articles were published talking about the film but more importantly, highlighting the plight of the teachers.

2022 Awards

Total Points: 2

Merit Award

Credits

Internal / In-House Agency

BYJU'S / Bengaluru

Production Company

Dora Digs / Mumbai

Producer

Akshay Shah

Co-Founder

Divya Gokulnath

Vice President - Brand & Creative Strat

Vineet Singh

Writer & Co-Director

Vishal Sagar

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