Slide Supreme Sikh Council logo READ THE STORY

100 SIKHS

WHEN HAVE WE SUCCEEDED?
The Goal

TO SHOWCASE STRENGTH IN UNITY

The Supreme Sikh Council is the biggest representative Lobbying Group for Sikh Rights the UK. The Council fights for the social, cultural and political rights of Sikhs living in the UK. The Council were seeking a way to reach out to their stakeholders – Sikhs amongst the general population – to start new dialogue and stimulate new grass-roots engagement. A major challenge was engaging with Sikh people beyond the typical cultural, religious and political divisions to ensure the Council can provide wide and diverse representation to all stakeholders in the UK.

The Challenge

"CLARITY OF MESSAGE AND STANCE"

The Supreme Sikh Council is the biggest representative Lobbying Group for Sikh Rights the UK. The Council fights for the social, cultural and political rights of Sikhs living in the UK. The Council were seeking a way to reach out to their stakeholders – Sikhs amongst the general population – to start new dialogue and stimulate new grass-roots engagement. A major challenge was engaging with Sikh people beyond the typical cultural, religious and political divisions to ensure the Council can provide wide and diverse representation to all stakeholders in the UK.

Picture of client on this project
The Challenge

"CLARITY OF MESSAGE AND STANCE"

LISTENING-LED APPROACH

With a broad and largely undefined constituency, we began our research process, surveying Sikhs from a variety of backgrounds and geographical locations to learn and begin to understand their needs and wants. The research gave us a wealth of knowledge and understanding on the shared concerns for Sikh people across social, cultural and political lines, and helped unpick the common pain points of the Sikh populace.

PRODUCTION

The video was a centrepiece of the campaign. It followed an anthology of responses to a single question, covering the most common answers to our survey. The video highlighted the major concerns felt everyday; concerns that encompassed questions around fairness and equality of opportunity. The production involved capturing portrait videos and staged scenes, with 24 actors over 19 locations, all shot in 2 days! Custom music was composed, with the objectives of providing a modern, up-to-date feel and creating a lively tempo to maintain viewer engagement.

Sikh Bus Driver
Sikh shop owner serving food

IMPACT

This video served as one of 2 major pieces of the Supreme Sikh Council’s PR marketing resources, and allowed the Council to establish new relationships in Government and Departmental Office. The video production served as a supporting asset for the Council’s aims and objectives, giving a clear yet emotive summation of what the SSCUK represents.

The Solution

"Many United Voices"

LISTENING-LED APPROACH

With a broad and largely undefined constituency, we began our research process, surveying Sikhs from a variety of backgrounds and geographical locations to learn and begin to understand their needs and wants. The research gave us a wealth of knowledge and understanding on the shared concerns for Sikh people across social, cultural and political lines, and helped unpick the common pain points of the Sikh populace.

PRODUCTION

The video was a centrepiece of the campaign. It followed an anthology of responses to a single question, covering the most common answers to our survey. The video highlighted the major concerns felt everyday; concerns that encompassed questions around fairness and equality of opportunity. The production involved capturing portrait videos and staged scenes, with 24 actors over 19 locations, all shot in 2 days! Custom music was composed, with the objectives of providing a modern, up-to-date feel and creating a lively tempo to maintain viewer engagement.

Sikh Bus Driver
Sikh shop owner serving food

IMPACT

This video served as one of 2 major pieces of the Supreme Sikh Council’s PR marketing resources, and allowed the Council to establish new relationships in Government and Departmental Office. The video production served as a supporting asset for the Council’s aims and objectives, giving a clear yet emotive summation of what the SSCUK represents.

“A well-organised, understanding and caring team with great artistic flair, excellent industry contacts and a listening-led approach that lead to a quality result!”

Ranjit Singh Seehra
Ranjit Singh Seehra
Supreme Sikh Council

Credits

Commissioner

Supreme Sikh Council

PRODUCER

Jaskaran Singh Kohli, Tom Walker

PRODUCTION COMPANY

VeenPool

CONSULTANTS

Vikramjit Singh Dosanjh

SCRIPT & CONCEPT

Jaskaran Singh Kohli, Tom Walker

Director

Ades Singh

Editor

Ades Singh

Director of Audio

Harpreet Singh Jheeta

Music & Soundscape

Harpreet Singh Jheeta

Camera

Gurdev Singh Potiwal, Ades Singh

Cast

Deep Singh, Tarnjot Kaur, Arunjot Singh, Gavin Singh, Harjinder Singh, Paramraj Singh, Balninder Kaur Naitta, Manjit Singh, Harbhajan Kaur Manku, Gurcharan Singh, Amrik Singh Sehmbi, Nikisha Mudhail, Dr Jaz Mavi, Satinder Daffu, Balbir Kaur Mudhar, S K Seehra, Alan Barker, Jane Davis, Harjoth Singh, Ranjit Singh Seehra, Emma, Walker, Kyle Semple, Gurdev Singh Potiwal, Vikramjit Singh Dosanjh, Jaswinder Kaur Khanba

VOICE CAST

Jaz Mavi, Ethan Kudhail, Sunayna Shinh, Karmz Singh, Maggi Mavi, Pawanjit Kaur Ubhi, Karmz Singh