Indian Parents VS. CarryMinati  - Arcric Fox

 Conceptualisation | Screenplay 

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A digital ad-film to promote Arctic Fox’s range of Gaming Backpacks in a way that is impactful and can leave a long-lasting impression. 

 

Arctic Fox, a lifestyle brand, wanted to raise the awareness of its gaming backpack range among its TG, i.e. teenagers and young adults. Since they had launched this range with the announcement of their new brand ambassador, CarryMinati, a well-known gamer and YouTuber, they wanted to continue with the same narrative. 

 

Gaming is no more just a hobby, it has emerged as one of the most exciting career options in the past few years. However, in India, parents have a hard time accepting it as a relevant leisure pursuit, let alone considering it a possible career choice. The aim was to address this issue and thus, take the position of emotional leadership.

 

We invited 3 teenagers from different walks of life along with their parents as a part of a social experiment. Little did the parents know that they were there to play the first game of their lives with none other than CarryMinati himself. While playing and following Carry’s lead they understood the importance of gaming and how it is a lot more than how parents perceive it. In the end, the parents learnt various valuable lessons about gaming, and this gave the children a chance to open up to their parents in a vulnerable way. 

 

The video received a heartwarming response from multiple teenagers who find it hard to convince their parents to let them follow an unconventional career path. It gained over a million views in a matter of two days, and more than five thousand positive comments. 

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