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Maharashtra welcomes world to Make in India

Rediffusion Y&R creates a unique symbol, the 'Laman Diya', a representative of auspicious beginnings, peace, prosperity and growth. It also conceptualized a brand film for 'Magnetic Maharashtra'

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Maharashtra welcomes world to Make in India

Maharashtra welcomes world to Make in India

Rediffusion Y&R creates a unique symbol, the 'Laman Diya', a representative of auspicious beginnings, peace, prosperity and growth. It also conceptualized a brand film for 'Magnetic Maharashtra'

BestMediaInfo Bureau | Delhi | February 17, 2016

Make-in-India Click on the image to watch the TVC.

The 'Make in India Week' being held from February 13 to 18 in Mumbai is an event showcasing India's potential in the manufacturing sector. It is a global platform offering unparalleled opportunities to connect and collaborate with Industry stakeholders, investors and think tanks. It is also a great forum for exchanging ideas with policy-makers and an opportunity to understand the latest government initiatives.

The brief given to Rediffusion Y&R was two-faceted: first, to welcome the world to the 'Make in India Week'. With this brief Rediffusion created a unique symbol, the 'Laman Diya', a representative of auspicious beginnings, peace, prosperity and growth. The idea behind this lamp design was to connect the elements of the 'Make in India Lion' with the lamp in the Government of Maharashtra and the MIDC logo. The concept has been extended to TVC, outdoor as well as the life-size installations.

The second task was to build the 'Magnetic Maharashtra' brand and promote Maharashtra as the leading investment destination for potential investors globally. For this Rediffusion Y&R conceived and created a campaign putting forward a 360-degree support, right from TVCs, print campaigns, AVs and outdoor.

Maharashtra has always been the frontrunner when it comes to industrial development. It pulls the world to itself because of its capabilities be it power, land, people or connectivity. It is indeed a magnet. The brand film for Magnetic Maharashtra features Sachin Tendulkar, Madhuri Dixit and Shankar Mahadevan highlighting these aspects that Maharashtra offers to its investors and concludes with the line: “Unnati ka Savera, Magnetic Maharashtra yeh Mera”.

The press and outdoors design for Magnetic Maharashtra has been conceptualized keeping in mind a very popular art form, 'The Warli Art', which is a uniquely Maharashtra concept. This thought has been extended to the TVCs also.

Pramod Sharma Pramod Sharma

Pramod Sharma ECD West, Rediffusion Y&R, said, “I have been born and brought up in this great land called Maharashtra. And working on something as big and diverse as Maharashtra was a privilege. Deadlines were mad. Work had to be created and presented in almost impossible time. What kept us going was the pride to work on Magnetic Maharashtra. My complete team is to be given the credit for pulling off this outstanding campaign. I hope this campaign does wonders for our state and ropes in enormous investment and business opportunities.”

Darshan-Choudhari-nl Darshan Choudhari

Darshan Choudhari, Creative Head, Rediffusion Y&R, added, “This is by far the most gratifying experience for me. My very first project after joining Rediffusion, I couldn't have asked for anything better. We looked at working on the brief very intensely, whether the Diya or the Warli Art creation, the idea was to stay true to Make in India and Magnetic Maharashtra. The hard work that went into this project in the past month has paid off. Everyone loves the work that has come out. I am proud to be associated with the event.”

Dhunji Wadia Dhunji Wadia

Dhunji Wadia, Group President, Rediffusion Y&R, commented, “I thank the government, CII and MIDC for giving Rediffusion Y&R this opportunity for Maharashtra as the host state to welcome the world and through this effort, showcasing Maharashtra as the ideal destination for investment before a global audience.”

Uttio Majumdar Uttio Majumdar

Uttio Majumdar, Head of Operations, Rediffusion Y&R, Mumbai, added, “Very rarely does the work presented at the pitch stage see the light of day in its original avatar. This campaign is one of those few exceptions. The challenge for Team Rediffusion was to weave a common theme through the multiple communication requirements for this project and the impact that the films, print, outdoor and other pieces of communication have created is the best recognition of the effectiveness of the work we have done.”

The TVCs:

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

The Print ADs:

2016-01-0081_MIDC_MIDC_FP-press-ad-TOI

2016-01-0275-CII_Warli-campaign-32-2 2016-01-0275-CII_Warli-campaign-32-1 2016-01-0275-CII_Warli-campaign-32

Credits:

Agency: Rediffusion Y&R

President: Dhunji S Wadia

CCO: Rahul Jauhari

Creative Heads: Darshan Choudhari & Tony Pereira

ECD (West): Pramod Sharma

Head of Operations, Mumbai: Uttio Majumdar

Brand Partner: Priyaratna Suryawanshi

Production House (Celebrity film): Elements

Director (Celebrity film): Vivek Daschaudhary

Production House (Warli animation): Chris Chros Films

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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