Bangkok, Thailand – Charoen Pokphand Group (C.P. Group), which deems to be the largest conglomerate company in Thailand, has just unveiled its newest campaign, following the film ‘Gratitude’ launched by the brand in 2018.
C.P. Group holds eight business lines covering 13 business groups. Its three core businesses are in agro-industry and food, retail and distribution, and media and telecommunications industries.
The over 6-minute ad, which is created in partnership with creative agency Ogilvy Thailand, is a heartfelt bid by the brand to reflect its belief in the importance and origin of gratitude – a primary cultural value among Thais.
C.P. Group believes that the value is essentially formed in the family and then spread into the wider society as a crucial quality for success and growth.
Titled, ‘Beautiful Run’, the brand film captures the story of a young disabled girl who runs a marathon to earn much-needed money to support her father’s medical expenses. She represents the people who lack almost everything but know the value of family and try their best to look after them. Her gratitude towards her father results in her winning the marathon – making the impossible possible.
Ogilvy Thailand’s Creative Director Panu Meepaibul shared that their research revealed that today’s busy lifestyles and challenging circumstances can result in some values being forgotten.
“We want people to see the possibilities of how gratitude can have a positive effect on their lives. This film aims to illustrate that gratitude can really make miracles happen,” said Meepaibul.
