Conceptualized by Studio Simple, the film Hum Rukna Nahi Jaante breathes life into Microsoft’s mission of 'empowering every person and every organization on the planet to achieve more.’
New Delhi, December 23, 2020: Microsoft India today released its first ever holiday ad film, Hum Rukna Nahi Jaante celebrating the resilience of the human spirit. The film is a fitting adieu to 2020, putting a spotlight on how people across the country have shown everyday resilience in meeting the challenges that this year has brought, and how technology has played a role in enabling diverse experiences. The film is part of Microsoft India’s #BuildingResilience campaign, launched in September this year to share inspirational stories of transformation across industries, organizations and individuals, driving a conversation around what it takes to thrive in this environment.
The film blends five heartwarming everyday scenarios, focusing on how Microsoft’s technology empowers people to do more everyday. Whether it is helping a young sports aspirant continue with coaching remotely or supporting an elderly person to make online payments in a trusted and secure way, to enabling entrepreneurs to keep their businesses moving in a remote world and supporting people with disabilities to fully participate in society, technology enables inclusion for all.
The film has been released exclusively on social media platforms and is powered for accessibility with subtitles and audio descriptions.
Speaking about the film, Hitu Chawla, Chief Marketing Officer, Microsoft India, said, “The last few months have shown us the possibility of extremes. On one side are the challenges brought on by the pandemic, and on the other are the inspirational stories of fighting back and transformation. It’s extraordinary how people and organizations across the country have met the challenge with resilience and innovation, using technology to respond, rebound, and reimagine a new world order. Our brand film celebrates this spirit of everyday resilience and the role our technology plays in empowering every person and every organization to achieve more.”
Sainath Saraban, Co-Founder and Creative Head, Studio Simple, said, “We had a clear brief and that was to communicate how Microsoft recognizes and empowers the resilient spirit that exists in every corner of the country, with its products and services. We created a simple yet powerful film that captures the resilient attitude of an unstoppable India. And we are also proud of the campaign line - ‘Hum Rukna Nahin Jaante’ which we are confident will resonate with people strongly and bring about a strong pride of association with Microsoft.”
About Microsoft India
Founded in 1975, Microsoft (Nasdaq “MSFT” @microsoft) is the leading platform and productivity company for the mobile-first, cloud-first world, and its mission is to empower every person and every organization on the planet to achieve more. Microsoft set up its India operations in 1990. Today, Microsoft entities in India have over 13,000 employees, engaged in sales and marketing, research, development and customer services and support, across 11 Indian cities – Ahmedabad, Bangalore, Chennai, New Delhi, Gurugram, Noida, Hyderabad, Kochi, Kolkata, Mumbai and Pune. Microsoft offers its global cloud services from local data centres to accelerate digital transformation across Indian start-ups, businesses, and government organizations. In 2016, Microsoft opened one of its eight Cybersecurity Engagement Centers in the country, to address security needs of both public and private sectors.