Ogilvy and Mumbai Police send out a Ganapati festival message in gold coins

Ogilvy & Mather conceptualised a video for the Mumbai Police to highlight the importance of being alert, especially during festivities like the Ganesh Utsav

BestMediaInfo Bureau | Mumbai | September 8, 2014

Click on the image to watch the TVC.

Mumbai Police partnered with Ogilvy & Mather and ICICI Bank to urge citizens of Mumbai to be alert, in a fun and interactive way. During the Ganesh Utsav festivities, an interactive video, conceptualised by O&M, was launched to highlight the risk of terror threats and the importance of being alert, especially during the festival season.

The video was made in a way that it looked like a competition, asking viewers to send in right answers after watching it. The video had suspicious objects such as pressure cooker, tiffin boxes, bicycles and such – that could be used for terror attacks – placed cleverly in the film. The viewers had to count these objects and SMS the number of such objects spotted by them. The incentive for correct answers was gold coins. The video ended with the voice-over that said - 'The alertness you displayed right now to win this contest could be very useful when you visit an actual Ganpati pandal and immersion ceremony. Let's keep Mumbai safe.'

Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather, Mumbai, said, “We used the medium of film to train the city to be alert during the festival. We played on the mindset of people that they would readily extend their efforts to win a prize. In the end, we gently nudged their conscience into doing the same for their safety.”

Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather, Mumbai, added, “We needed a lot of like-minded partners to pull off something on this scale. That is where E Suresh (Eeksaurus) came in and he added his enthusiasm and his full support to pull this off. ICICI Bank backed us by agreeing to provide the gold coins.”

Credits:

Agency: Ogilvy & Mather, Mumbai

National Creative Director: Abhijit Avasthi

Executive Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha

Copywriters: Harshad Rajadhyaksha & Kainaz Karmakar

Creative Team: Ashok Karkala & Gaurav Kumar

Account Management: Hirol Gandhi, Nikhil Mohan, Avatar Negi

Agency Producer: Vinod Rao

Production House: Eeksaurus

Director: E Suresh

Producer: Nilima Suresh Eriyat

Director of Photography: Sanu Varghese

Editor: Tintu Phillip

Music: Jolly Jose

Voice: Ram Menon

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