The new campaign, 'Hunar hai toh kadar hai', created by Ogilvy & Mather, shows the importance of honing one's skillsets and how NSDC has the best credentials for training the young
Sohini Sen | Mumbai | March 12, 2015
It is seldom that a PPP (public-private partnership) model gets advertised in a creative way on the small or big screen. But when National Skill Development Corporation (NSDC) decided to showcase the work they do and make it evident to the youth that it is possible to grow in life by honing your skills, Ogilvy & Mather created a set of powerful TVCs under the banner 'Hunar hai to kadar hai'.
Formed in 2008, NSDC is a professionally run, not-for-profit company that includes 28 Sector Skill Councils and 114 training partners with over 2,500+ training centres spread across 352 districts in the country. NSDC is mandated to skill 150 million Indians by 2022. And to bring people to its centres, the campaign makes clear how easy it is to get help.
S Ramadorai, Chairman, National Skill Development Agency & NSDC, said, âIndia will have the largest population by 2025 surpassing China, and so it becomes essential for us to skill the youth for the future where they can visualise products and services and participate in all aspects of India's growth. This will go a long way in making India a superpower of human resources.â
According to data, 14 per cent of the workforce is in the formal economy while the remaining 86 per cent is in the informal economy. The latter is not well-trained or recognised in the job market. This is where NSDC comes in with 2,500 training centres.
While working on the campaign, Ogilvy's research showed that while capacity for trained labour was increasing, the aspiration of the young people to join a skill development programme was lacking. Most young people did not believe that there was a career in skill development and that the skill certificate was actually valuable. NSDC wanted to use a communications methodology to reach out to the young people and show them that there is a value in a skills certificate which would lead to a career progression and recognise prior learning â a certificate that can be their companion for life.
What Ogilvy wanted to do was make skills more glamorous and aspirational so that the youth understand that the job probabilities are higher when you are trained in a certain skillset which is under the national occupational standards of the Government of India. They also make it clear how with the proper skills one will also earn respect.
Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather India, said, âThis TVC has been created to motivate those who couldn't do much as there was no opportunity but NSDC is a programme where they can get skilled and make a better future for themselves and become a part of Indiaâs growth story.â
The two TVCs follow the same path. The first TVC shows a girl waking up and noticing a NSDC advertisement and visits the office. She speaks to the counsellor and enrolls for a retail course, studies, attends workshops and lands a job with the certificate. As she grows in her job, she is able to afford the luxuries of life and buy a car for her family. The TVC ends with her being honoured at an award function.
Similarly, the second TVC shows a young boy who sees a bus-back ad and calls NSDC for a training course in the automobile industry. He attends workshops and lectures, works in the assembly line and finally gets the certificate. He then gets a job, earns both money and respect, and is able to afford a house for his family. The TVC ends with him being honoured for his skill and contribution to the auto sector.
Both TVCs close with the voiceover declaring âHunar hai to kadar haiâ.
Through this campaign, NSDC has been able to kick off a larger objective of creating a viable skilling ecosystem where all stakeholders will co-exist and contribute in making India the âSkills Capitalâ of the world.
Dilip Chenoy, MD and CEO, NSDC, said, âThrough this TVC we want to show all our stakeholders four basic things: utility of the NSDC certificate, productivity of the certificate, companies understanding the value of the certificate, and the whole process creating an impact for the betterment of the society.â
The two sectors were chosen specifically keeping in mind that the young lot prefer to work in these two sectors.
According to Ogilvy, the opening of doors and windows in the two films reflects the stages and the transitions through life as the person gets trained with NSDC and gets a respectable job that suits his skills and his career choice. The calling number is the call to action so that when someone gives a missed call on it, they get a call back and are further informed about the programme and the best career option/course that they should choose.
The campaign went on air on February 22. The campaign song 'Teri hunar hunar..tera kadar kadar' has been penned by Amitabh Bhattacharya, well-known lyricist, who has written songs for many recent Bollywood films.
Bhattacharya said, âPeople start humming a song or get hooked to a song that at times helps a lot because the song expresses and connects with people. The campaign thought being âHunar hai to kadar haiâ, we had to capture this in the song. Somewhere or the other the words need to be simpler, yet profound enough so that more is spoken in less.â
âWhen I was briefed by NSDC and the director, the idea was to make a song which is inspirational, yet modern, because India is growing as a modern economy today. So we tried to make it like a conventional inspirational song, but I tried to compose a piece of music which sounded modern and contemporary. It had that upbeat, hopeful sort of feeling, and yet it didnât sound like an average run-of-the-mill weâll do this, weâll do that kind of a thing. It has something cool about it," said Amartya Raut (Bobo), Music Director.
Â The TVCs:
Client: National Skill Development Corporation
Principal, Communication & Advocacy, NSDC: S Kalyan Ramanathan
Creative Agency: Ogilvy & Mather
NCD & Executive Chairman, South Asia, O&M: Piyush Pandey
Creative team: Kapil Arora, Ajay Gahlaut, Vimal Singh, Divya Bhatia, Anu Gulati
Account Management: Neeraj Bassi, Niket Kumar, Ayan Banik, Geetika Jatta, Nitin Malik
Director (film): Milind Dhaimade
Production House: Love and Faith