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Swachh Bharat mission: Embrace cleanliness and embarrass offenders

Grey Group India has created a TVC that is aimed at humiliating people who don't care about public cleanliness

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Swachh Bharat mission: Embrace cleanliness and embarrass offenders

Swachh Bharat mission: Embrace cleanliness and embarrass offenders

Grey Group India has created a TVC that is aimed at humiliating people who don't care about public cleanliness

BestMediaInfo Bureau | Delhi | November 4, 2014

Swachh-Bharat-mission Click on the image to watch the TVC.

There are people who have no qualms about littering and throwing garbage on the streets, urinating in public and not contributing towards the social responsibility of keeping the nation clean. Prime Minister Narendra Modi, on October 2, had announced the Swachh Bharat mission to motivate citizens of India to keep the country clean from garbage and dirt. Since then, it has been a much talked-about initiative.

In order to support the exercise and continue the momentum, Grey Group India has launched a TVC, as part of a larger campaign for the Swachh Bharat mission. The central idea of the campaign is to start embarrassing offenders for their actions and make them feel that their actions are wrong. This is the first phase of the campaign, which will be aired in 10 languages across all the major networks.

The 60-second TVC starts by showing a guy throwing a used glass on the road from his car. As he does this, people on the road start embarrassing him by applauding and staring at him. Similarly other offenders such as Mannu Aunty and Laxmi Bhabi also become subject to embarrassment by passersby.

The campaign tries to create awareness among people, so that they are more careful about keeping the country clean. At the end, Prime Minister Modi is seen speaking about the need to keep India clean. The TVC ends with the caption 'Swacch Bharat: Ek kadam swacchta ki aur.'

Samir Datar Samir Datar

Samir Datar, VP and Branch Head, Grey Group, said, “We are delighted to be part of the Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling one and can become a very effective behaviour change tool, once it gets traction on social media and ground activation."

Malvika Mehra Malvika Mehra

Malvika Mehra, National Creative Director and EVP, Grey Group, said, “There is a saying in hindi - 'jab ghee seedhi ungli say na niklay, tab ungli tedhi karni padti hai'. Despite countless 'Keep India Clean' efforts/messages by the government, we still see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder, by now literally 'humiliating' the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Grey Group India

Creative Team: Malvika Mehra, Dushyant Chopra, Arpan Bhattacharya, Saumya Aggarwal

Servicing: Samir Dattar, Sanghamitra Chakraborty, Titash Dutta

Planning: Dheeraj Sinha, Ajay Ravindran

Films: Samir Chadha, Sharad Shinde

Voiceover: Anupam Kher

Production House: Razorblade Films

Producer: Christopher Wagner

Director: Rahil Patel

DOP: Milind Shirke

Music: Niriksha Ajay Kakade

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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