DDB India Launches Campaign For Census 2011

The estimated spend on 360 degree campaign (Outreach, PR, Digital and Mass Media) is Rs. 30 Crore.

Hitesh Ranot | Delhi | February 3, 2011

DDB India has launched an extensive mass media campaign for India Census 2011 under Government of India. Union Home Minister P.Chidambaram kicked off the campaign on 2^nd February, 2011 and unveiled the mascot of enumerator created by DDB India.

The enumeration process for Census 2011 begins on February 9 and would continue till February 28, 2011. House listing & housing census and collection of data on National Population Register(NPR) was done in the first phase from April to September 2010. During the second phase, 2.7 million enumerators and supervisors will visit house to house for counting purposes.

Currently Cesus campaign is quite active on social media platform specially facebook and Twitter. As a part of the campaign, a National Photography contest with the theme "Unifying lenses to strengthen the numbers" will be started soon which will be an effort to unify people across the country through pictures. It will primarily be promoted by Facebook and supported by digital media campaign.

The overall campaign revolves around the mascot of enumerator conceptualized by DDB India. The creative idea behind the mascot evolves from the Power of a shared belief. The belief that if 1.2 bn Indians cooperate, each individual will progress, as we go about building our nation. The idea that spreads a 'spirit of cooperation' among the masses to come together and participate in the Census process.

The brief given to the agency was to create a campaign that motivates individuals to be counted in the Census. Encourage them to disclose, complete and provide correct information to the enumerators.

The 360 degree campaign will utilize Outreach, PR, Digital and Mass Media vehicle.s The estimated spend on the overall campaign is about Rs. 30 Crore.

Speaking on the overall execution of the campaign, Urvashi Guha, Vice President, DDB Health & Lifestyle says, “For the first time ever, the Government is looking at a campaign with a total branding solutions perspective. The idea of the campaign emanated from a very basic Indian insight of our propensity of getting together on issues like religion, cricket, dharnas, morchas etc.  As Indians, the 'Power of shared belief' is perhaps the only thing that brings us together!”

Adding further, Urvashi said, “The campaign has looked at engaging Indians from various walks of life and therefore the communication has a facebook and twitter interface along with an aggressive PR. On the ground level we created an outreach module which includes street theater & other outdoor devices which is being implemented by the various 'State Census Directors'. The mass media campaign is just about to break which has looked at complete inclusion. Emphasis is on being counted irrespective of socio economic strata, religion, gender or the differently abled.”

Urvashi goes on saying, “The campaign also brings to life the Enumerator who is the backbone of the complete exercise and toils hard to make this exercise complete. The enumerators, mostly school teachers have a steep task of ensuring that the correct and accurate information is recorded. We have used celebrities to introduce the enumerator (depicted as a mascot) through the mass media campaign.”

Credits:

DDB Mudra Team consisting of DDB Health & Lifestyle, Tribal DDB and Terra

Soumitra Sen - Strategic Advisor

Bobby Pawar - CCO, DDB Mudra Group

Urvashi Guha - Project Leader

Vibha Gupta - Planning Team

Anil Verma - Executive Creative Director

Shailendra Chaturvedi - Servicing  Team

Prachi Khetan - Servicing Team

Jeffrey Jose - Servicing Team

Mani Lamba  - PR Head

Aprajita Ray -  Outreach

Saugata Bagchi -  Digital

PR Partner: Adfactors

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