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Mumbai Police asks for just a minute of your time for a safe city

The campaign by Ogilvy Mumbai shows, through three films, how just a minute can ensure that the surrounding is safe for each of us Sohini Sen | Mumbai | September 30, 2013

Click on the image to watch the TVC.

Mumbai Police has come out with a campaign to make people more aware of the threat of terror attacks and what can be done to avoid tragic incidents. The sustained campaign, called ‘Mumbai Ke Liye 1 Minute’, urges Mumbaikars to support Mumbai Police in tackling terrorism. Ogilvy Mumbai has developed a three-part film campaign to start this drive. The films are directed by Gajraj Rao of Code Red Films. ICICI Bank has stepped forward to support this initiative.

Launching the campaign, Maharashtra Home Minister RR Patil said, “The government and police are doing their best to ensure security in the city. However, we also appeal to the citizens to be alert.”

Abhijit Avasthi, National Creative Director, Ogilvy India, said, “How the campaign is pitched was extremely crucial as it involved Mumbai Police. We tried to keep it interesting, simple and honest. It worked for us in our earlier campaign for Mumbai Police. Nobody likes to take down a set of instructions but everyone is open to receive a good message at the end of a sweet story.”

The first TVC shows an old woman checking under the tables for something in a mall food court. While a nearby mall-hopper offers his help and asks if there is some problem, she replies that no, she has checked it all. She further says that it takes only one minute to make sure that it's safe, making the mall-goer think about it.

In the second TVC, a lady who is expecting is seen checking under her seat in a movie theatre. She asks others to check for her, who thinks she is looking for something she has lost. But she reminds them that it just takes a minute to be sure, and now she is sure it is a safe place.

The final TVC shows a visually impaired man checking the luggage in a train compartment. He asks other co-passengers who the luggage belongs to, and people reply, owning up. He then sits peacefully saying that he was just ‘looking’ to see if everything was safe.

All three TVCs end with the protagonist declaring that it takes just a minute to be sure, thereby reiterating the theme, ‘Mumbai ke liye sirf ek minute’. The voiceover also advices that if one feels suspicious of any person, article or vehicle, one should immediately contact the police on 100.

Harshad Rajadhyaksha, Group Creative Director, Ogilvy Mumbai, commented, “Mumbaikars are always on the run, forever racing against time. To make them pay heed, let alone act on safety measures, is a task easier said than done. Born out of that very insight was ‘Mumbai ke Liye 1 Minute’ communication. It’s a call to the citizens, reminding them that it doesn’t take much to make Mumbai a safer place.”

With the campaign, Mumbai Police has targeted the average Indian, one who goes to shopping malls and cinema theatres. It takes only a bit of each person's time to make sure that his or her surrounding area is safe. The rest can be left to the police, but one must do what is minimally expected of them. The TVCs additionally give the vital contact information in case someone does spot something suspicious in his/her surrounding.

Kainaz Karmakar, Group Creative Director, Ogilvy Mumbai, added, “All it takes is a minute to look around. To make this point more dramatic we chose to weave stories around characters who, despite their physical challenges, manage to take a minute to look around, leaving viewers with a question in their minds: ‘If they can, why can’t I?’ A blind man, an old lady, and a pregnant woman play the part of good Samaritans.”

The TVCs:


Credits: Creative Agency: O&M, Mumbai

National Creative Director: Abhijit Avasthi Group Creative Directors: Harshad Rajadhyaksha and Kainaz Karmakar Creative Director: Ramakrishnan Hariharan Associate Creative Director: Rajeshwari Rao Creative Team: Ashok Karkala, Gaurav Kumar, Sagar Parab, Vishaka Modak, Mithila Desai President -Mumbai & Kolkata: Navin Talreja Account Management: Hirol Gandhi, Nikhil Mohan, Sudarshan Srinivasan and Avtar Singh Negi Agency Film Production Executive: Vikrant Mishra Production House: Code Red Films Director: Gajraj Rao Producer: Subrat Ray

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