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DDB Health and Lifestyle creates ‘Mitti’ anthem for The National Population Register

The anthem by NFDC communicates the brand idea - My Identity, My Pride

DDB Health and Lifestyle creates ‘Mitti’ anthem for The National Population Register

The anthem by NFDC communicates the brand idea - My Identity, My Pride

Shachi Tapiawala | Mumbai | January 25, 2013

DDB Health and Lifestyle along with NFDC (National Film Development Corporation), a Government of India enterprise, recently launched the ‘Mitti’ anthem, for The National Population Register, on behalf of the Office of the Registrar General, India. The TVC was created by India DDB Health & Lifestyle, a part of the DDB Mudra Group.

With the brand idea of communicating - My Identity, My Pride; the brief given to agency was to make people aware about NPR, its importance and process through which every resident of India feels motivated to get his/her identity validated.

The need was to identify a common sentiment that would inspire all equally to become a part of the National Population Register. DDB Health and Lifestyle created a concept based on the ideology that just like a tree becomes a tree through its roots, our identity comes from our Mitti. The Mitti film is a call to individuals to embrace their identity stemming from the soil and the film does this by capturing people from various walks of life in various moods. The highlights of the film include Mitti reaching out to people in a manner like never seen before, people’s celebration of patriotism and a cultural extravaganza that serves as an ultimate visual feast.

All this weaved together by a symphony of melodies from different regions that takes the viewer to an emotional high of ‘Mitti se hi shaan, Mitti se hi pehchaan!’. Commenting on the campaign, Nina Lath Gupta, Managing Director and Producer, National Film Development Corporation said, “We have been commissioned by the Ministry to spearhead this campaign, where DDB Mudra has handled the creative execution in close association with NFDC. Managing the campaign on behalf of NPR is a step forward in NFDC’s endeavor to function as a 360 degrees agency for government clients.”

Soumitra Sen, President, DDB Health & Lifestyle, said, “Advertising professionals often have to wait a lifetime to get an opportunity to work on a campaign that will shape behavior and impact humankind for generations to come. The DDB Mudra Group feels proud of the opportunity to work with the GOI project, the National Population Register closely with NFDC. This has resulted in the first creative communication capsule based on the theme of the umbilical cord like relationship that we all have subliminally with our soil. We are working on the next phases of the campaign to motivate all Indian residents to register."

The anthem is a one month campaign, promoted through radio, social media and print advertisments. While the radio campaign is active inDelhi, the print campaign is active nationally covering each segment ofIndiastatewise.

The TVC:



Chairman & CCO – Sonal Dabral

President – Soumitra Sen

Office Head – Urvashi Guha

Account Management – Durba Gogia, Subhendu Kumar

Account Planning – Jeffrey Jose

Group Creative Director – Ravinder Siwach

Creative Director – Saritha Shivshankar, Partha Majee

Director – Llyod Baptista, 7 Films

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