Dharavi : a look inside

Intel  has recently launched a digital film that captures how technology has helped two Dharavi boys become famous entrepreneurs. Dharavi, one of the world's largest slums, has existed beside the glitz, glamour and prosperity of Mumbai, occupying a blind spot and yet essential to the survival of India's commercial capital.

Fahim and Tauseef, a duo born and brought up in Dharavi and pursuing graduation in commerce and science, respectively, decided to add a twist in the tale. Facing financial problems in funding their education, they were compelled to think 'out of the box' and came up with the idea of a unique local tour company called 'Be The Local Tours' in March 2010. The company offers tourists an opportunity to visit Dharavi.

Intel India, as a part of its Look Inside global campaign, has launched a digital film that captures how technology helped Be The Local Tours connect to its customers and be present everywhere. The campaign is part of Intel's new brand platform, Look Inside, which celebrates the potential in all of us to do something remarkable. The campaign is conceptualised by Hungama Digital Services, a part of JWT, and the film is directed by Nitin Parmar of Equinox Films. The producers of the film include Manoj Shroff and Sia Bhuyan, along with a 12 member team from Equinox. Published on March 4, the video has so far achieved more than 1 lakh views on YouTube.

Advertiser: Intel Corporation

Advert title(s): Dharavi - a Look Inside

Digital Agency: Equinext, India

Article by : Brand'sGuru.in