Cannes Lions

Start a little good - Water

LITTLE LAMB FILMS, Mumbai / UNILEVER / 2019

Film
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OVERVIEW

Background

There is a growing inequality of water distribution in India. While provision of drinking water is considered an essential public service, the same has not reached every nook and corner of the country. According to the latest Census (2011), India has more than 600000 villages while there are around 7000 towns and urban centres. Out of a population of 121 crores, the rural accounts for 69% and urban 31%. Unfortunately there's a huge rural-urban divide - a glaring disparity when it comes to water. While most Indian villages (in arid and non-arid parts) suffer from lack of clean drinking water, there is a huge amount of water wastage that happens in the urban parts of the country. Measures are being taken to educate urban Indians of water wastage and how small change in habits can lead to huge water saving which can be helpful for villagers in water scarce areas.

Execution

The shoot was to happen in a village called Mangalaram Ki Dhani in Jaisalmer, Rajasthan - one of the most arid parts of India. The film required actors who would have to emote and deliver a whole gamut of emotions - intrigue, gratitude, joy, happiness. The question was - do we shoot with villagers or cast actors? We ended up doing both. We chose villagers first. Figured out their mannerisms, demeanour, body language and then set on casting actors. We had to chose actors whose skin are equally sun burnt and dry (in India, arid region forces people to have very dry skin) yet they have smiles to die for. Then we let the actors spend a whole day with the villagers under the sun in order to get them the tan that we wanted. We tested actors without any make up and we maintained that on shoot as well.

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