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Hindu launches new ‘Behave’ campaign focusing on power of young voters

The campaign, conceptualised by Ogilvy & Mather, is an extension of the successful ‘Behave’ campaign in the context of the upcoming elections

BestMediaInfo Bureau | Delhi | October 18, 2013

Click on the image to watch the TVC.

Being a young country, India has the largest number of young voters, with as many as 150 million first-time voters. These young voters are no longer satisfied with the status quo. Corruption, dereliction of duty, bad behaviour and inadequate infrastructure are some of the concerns of the voting youth. They have questions for the candidates who are standing for elections and they want their answers now.

The Hindu has launched a new campaign, conceptualised by Ogilvy & Mather, that boldly poses these questions to the leaders of the country and urges them to behave – for the youth are watching – and, more importantly, voting.

This is the next phase of The Hindu’s ‘Behave’ campaign, which earlier drew attention to politicians’ bad behaviour. This time it goes a step further, by not just admonishing bad behaviour but reminding politicians that the power to re-elect them undoubtedly lies in the hands of the youth.

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, commented, “With a huge youth population and our ambition to be a shining nation in the world, there is a great need for us older people in positions of responsibility to set a better example for the young. I have closely followed cartoonists who have a very effective way of using satire to shame people. I know that campaigns cannot change behaviour overnight, but I would be very happy if some people are not able to sleep well for a few nights at least.”

While the film uses dark humour to hold up a mirror to a political leader's bad behaviour, the print and outdoor campaign uses stark facts to bring the issues that the youth face to the forefront. Eventually, it aims to become a crowd-sourced campaign, by asking people to send in their own questions via social media which will be featured as ads in the paper. Going forward, it hopes to address some of these issues so the youth can make an informed decision when they eventually vote.

Siddarth Varadharajan, Editor, The Hindu, said, “The Hindu's 'Behave Yourself, India’ campaign cherishes the spirit of parliamentary debate, which is the true test of a functional democracy. Every Indian has a right to be heard – but that right is only as effective as our ability to listen, engage and disagree courteously with each other. Sadly, the space for tolerance and free speech is narrowing in our republic. This is no surprise because many of our elected representatives, who hold a candle to the rest of society, have failed to debate policy and politics with their peers in Parliament in a civilized manner.”

Varadharajan added, “Our campaign shines a light on the errant and discourteous politician, wedded to privilege and power, whose fate now lies in the hands of voters, many of whom are young and who will be exercising their franchise for the first time. The idea has been brought alive through print and a television commercial, beautifully executed by Prasoon Pandey of Corcoise Films."

The campaign will be on TV, cinema, print, outdoor across the country and on social media as well.

The TVC:



Creative Agency: Ogilvy

Executive Chairman & Creative Director, South Asia: Piyush Pandey

National Creative Director: Rajiv Rao

Executive Creative Director: Joono Simon

Associate Creative Director: Mridula Josephm, Binu Varghese

Creative Controller: DeepanRamachandran, Sanjana Mathur

Art Director: Santhavadhanam

President: Simmi Sabhaney

Client Services Director: Karthik Hariharan

Account Supervisor: Aruna Narsi

Account Executive: Sneha Singh

Production House: Corcoise Films

Executive Producer: Cyrus Pagadiwala

Director: Prasoon Pandey

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