Thailand’s C.P. Group Launches a Touching Brand Film Celebrating ‘Gratitude’

Thailand-based agribusiness, food, retail, and distribution conglomerate, C.P. Group, has launched a touching new brand campaign spot called “Gratitude”.

The 6-minute online film, created by Ogilvy Bangkok, tells the powerful story of a young teacher caring for his mother in a remote Thai village.

Unable to take care of her at home, the teacher takes his mother to class every day, which at first is rejected by parents who feel it’s inappropriate. They eventually come around.


As is often the case with Thai advertisements, this is one that you’ll want to grab a few tissues for before watching.

“Gratitude has always been an integral part of Thai culture” said Supachai Chearavanont, Chief Executive Officer of C.P. Group. “As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life.”



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