Ahead of the Standard Chartered Mumbai Marathon 2014, its official charity partner - United Way Mumbai wanted to send out a simple but strong message on the difference between mindless giving and structured giving, so as to restore people's faith in 'giving the right way'.
This one minute film, executed on a shoestring budget, managed to get more than anticipated share of unpaid PR with organic celebrity tweets, editorial features and thousands of social media shares and mentions.
The film uploaded on the NGO's official YouTube channel.
When ScoopWhoop features your work, you know you've done something right. A massive 1200 Facebook shares through this platform alone.
Renowned Bollywood film actress Neha Dhupia was one of the celebrities who shared the film on her official Twitter account.
Thank You, First Post, for helping spread the buzz.
Campaign India, the country's favourite marketing and advertising portal, featured it prominently too.
Director Nikhil Chalam showing little Akbar his marking on location.
Director of Photography Ragul Dharuman getting his frame right.
That's us, pretending to be busy.
