The Guru Way: Becoming Nobody

July 31, 2019 / no comments

Everyone’s busy being somebody. – Ram Dass

We are proud to support the Love Serve Remember (Ram Dass’) Foundation (LSRF) and the Be Here Now Network. Not only through our Founder and CEO Gagan (Jared Levy)’s guidance as a member of the foundation’s Board of Directors, but because of the foundation’s mission to preserve and continue the loving teachings of Neem Karoli Baba and Ram Dass through online courses, blog content, films, podcasts, vast social network channels and collaborative projects with conscious artists and musicians.

Guru’s most recent opportunity to show our love for the Love Serve Remember Foundation—this time, in partnership with Google Empathy Labs—has been through the marketing and promotion of the soon-to-be-released documentary, Becoming Nobody, directed by Jamie Catto, produced by Raghu Markus and starring none other than Ram Dass (with Jamie Catto).

The intent behind the film is to introduce people to Ram Dass’ life and his teachings, and in particular Dass’ philosophy on, “…what I call ‘somebody training,'” Dass says in the opening voiceover of the trailer.

The Becoming Nobody website goes on to explain, “We come to understand how our old roles and disguises become increasingly burdensome. The film captures a loving man full of joy, wit, honesty and wisdom, at ease in conversation while sharing his considerable pains and pleasures. The life experiences that have freed him from the attachments of his ‘somebody-ness’ have transformed him into the radiant soul who now inspires a new generation.”

With this inspiration in our hearts, the Guru Crew set out to develop the marketing and promotional strategy, as well as the art direction for promotional materials that would not only spark interest in the film, but catapult viewers’ interest and involvement in the Love Serve Remember Foundation to continue their learnings from Ram Dass.

In addition to its online courses, blog content, films, podcasts, vast social network channels and collaborative projects with conscious artists and musicians, the Love Serve Remember Foundation sponsors retreats led by Ram Dass and featuring other esteemed spiritual teachers on the island of Maui (where Dass lives).

“Ram Dass is one of the greatest wisdom teachers of our time and this film is an artistic homage to his impact, teachings and legacy,” said Gagan, who led the creative team behind this work. He continued, “The core theme is about rethinking our conditioned paths or our grasping to become ‘somebody’ and seeing the potential deeper happiness and contentment in ‘becoming nobody.’ We wanted to bring this theme to life with artistic funk and reintroduce the world to Ram Dass’ face, teachings and love. And the inspiration to include the trees came from the following insightful quote, which certainly plays out in the film!”

“When you go into the woods and you look at trees, you see all these different trees… and some of them are bent, and some of them are straight, and some of them are evergreens and some of them are – whatever. And you look at the tree, and you just – allow it. You appreciate it. You see why it is the way it is, you sort of understand that it didn’t get enough light, and so it turned that way, and you don’t get all emotional about it, you just allow it. You appreciate the tree.

 

The minute you get near humans, you lose all that, and you’re constantly saying, “You’re too this,” or “I’m too this,” or – that judging mind comes in. And so I practice turning people into trees, which means appreciating them just the way they are.” – Ram Dass

As Dass ages, he remains the most important spiritual teacher in the West. This film will pull viewers into the humor and lightheartedness of the real Ram Dass as he clowns around with his unique, no-big-deal approach to life.

In an age of spiritual bypass and fleeting spiritual truisms, we believe that Becoming Nobody will allow others to discover and ground themselves in the “basics” of the timeless wisdom of Ram Dass.

Spirituality isn’t about identity. ‘Become nobody’ and recommit to an authentic spiritual practice through the West’s greatest example—and the OG—of a life dedicated to awakening.

Guru Art Director Baha Fenerci

Becoming Nobody opens on September 6, 2019. Click here to find the location nearest you.

 

 

We Are Proud to Launch REBBL’s “What’s Your Elixir?” Campaign

September 12, 2018 / no comments

Guru and REBBL, creator of organic, super herb-powered coconut-milk elixirs, have launched “What’s Your Elixir?,” a new integrated marketing campaign that connects consumers to the transformational power of super herbs and adaptogens.

As the brand continues to thoughtfully expand into targeted conventional retail stores across the country, “What’s Your Elixir?” aims to reach a wider audience, allow REBBL to get to know their REBBL community on a deeper level, and help consumers understand the power of super herbs and their benefits for the body.  

“What’s Your Elixir?” exemplifies the edgy, deep, and powerfully transformative position the brand holds in the marketplace and leverages a laddered messaging approach, featuring the key brand strengths: taste, natural ingredient functionality, and deeply-rooted social impact. The first wave of the campaign focuses on the exquisite taste of each of the 14 unique offerings, focusing on the arresting design of the bottle packaging, playing up the bright pops of vibrant color and language with statements such as “As good for you as it looks” to entice the viewer to learn more.

The second wave of the campaign will introduce consumers to the truly functional benefits of REBBL’s family of elixirs, driving awareness to the ancient wisdom of the Plant Queendom through super herbs and adaptogens like turmeric, schizandra, and reishi, all staple ingredients in the REBBL lineup.  

As the campaign progresses, the messaging will begin to educate consumers about the larger impact story at REBBL’s core, particularly its dedication to impact sourcing and the 2.5% of net sales that is donated to Not for Sale – the non-profit that co-founded REBBL – for every bottle sold.  Together, REBBL and Not for Sale are working to co-create a future without human trafficking and building a regenerative business and new model for innovative social enterprise.

By connecting taste with function, and ultimately conveying the brand’s greater purpose, REBBL demonstrates the breadth of functionality of its product line and the impact it is having through an array of different channels. The “What’s Your Elixir?” campaign coincides with the launch of REBBLs enhanced website, and will feature digital advertising, social media, a fun and playful video series that engages consumers, integrates influencers, and drives user-generated content, connecting them directly with the larger REBBL Community.  Touting the traditional uses and benefits of the many super herbs featured in REBBL products, the campaign asks customers to share and celebrate the elixir that powers their lives. 

“We are really excited to launch such a fully-immersive campaign and look forward to learning more about how consumers use our elixirs in their own lives, as they discover the ability to tend to their own health while helping create positive social and environmental impact in such an authentic way,” says Rusti Porter, Senior VP of Marketing at REBBL. “Super herbs and adaptogens are still new to most people, and we love the way this campaign helps introduce them to the mainstream through the exquisite taste and intrigue of REBBL products, and once we have their attention- brings them deeper into the holistic story of how we source the truly efficacious power of plants to vitalize our bodies, our communities and our planet.

In addition to popular grocery stores like Whole Foods and other diverse health food retailers nationwide, REBBL has recently launched in west coast Target locations and Safeway stores, continually expanding its distribution. Coming on the heels of its $20 million fundraise in spring 2018, and with an anticipated 8,000 plus retail outlets by the end of this year, REBBL’s growth is powering its ability to help build self-sustaining, resilient communities around the world.  

Follow along with the campaign using #MyElixir on Instagram and Facebook or visit http://rebbl.co/ for more information.