Mapro : The Strawberry Story

Mapro Foods is one of the largest fruit processors in India, located around the idyllic hill town of Panchgani; the strawberry capital of the country. Their ethos is to create quality products with value-for-money, wholesomenes and innovation.

Client: Mapro Foods
Services: Advertising, Film, Video

The Brief

Mapro has always aimed to educate the consumer about what they eat by adopting a stand of transparency in the way they create their products. The idea was to create a short film as part of the “Mapro Story” series to share the journey of the popular and beloved strawberry from farm to table. The aim was to give out information about the fruit and how it’s processed so a consumer understands what he eats and is able to make an informed choice when he buys a product.

Scripting

The film is designed to appeal to all ages and has been scripted for edutainment- to give out information in an interesting manner so that a viewer can have both fun and learning. Numbers tend to get boring and don’t give an idea of scale, so we decided to present them in relative terms for the viewer. For example, we showed the amount of strawberries that are grown in the area relative to the weight of several elephants.

The Result

The film is designed to appeal to all ages and has been scripted for edutainment- to give out information in an interesting manner so that a viewer can have both fun and learning. Numbers tend to get boring and don’t give an idea of scale, so we decided to present them in relative terms for the viewer. For example, we showed the amount of strawberries that are grown in the area relative to the weight of several elephants.