The campaign made by Ogilvy & Mather, in just five days, was released online and is also running across theatres in Maharashtra
Sarmistha Neogy | Mumbai | October 13, 2014
With the Maharashtra Assembly Elections approaching (October 15, 2014), Federal Bank has released a new advertisement to encourage citizens to go out and vote. Because, by exercising their right to vote, they will not just fulfil their duty, but also work towards making their state and country better.
The campaign has been made by Ogilvy & Mather and the full version of the film was released online on October 2. The edited version of the film is being played across theatres in Maharashtra, in association with the Election Commission of India & Collector, Mumbai City.
Commenting on the campaign, Kiran Antony, Group Creative Director, Ogilvy & Mather, said, “The brief was to create awareness about the upcoming Maharashtra elections and urge people to vote, as every single vote is valuable. From the time of the brief to the final film, it took us five days.”
The 50-second film exhorts people to exercise their franchise in pursuance of a cause - no matter what it is. The single-minded emphasis is on action and the fact that not voting can never be the answer in a democracy. To add local flavour to the video, Maharashtra’s Nashik dhol is played as the background soundtrack.
Anand Chugh, Assistant General Manager, Federal Bank, said, “We have done something like this for the first time and the brief which we gave to Ogilvy & Mather was quite simple. Our intent was to make people understand the relevance of voting and prompt them to go out and vote. Looking at the very short time frame, Ogilvy understood the brief quickly and did a brilliant job.”
Agency: Ogilvy & Mather, Mumbai
National Creative Director: Rajiv Rao, Abhijit Avasthi
Creative Team: Kiran Antony, Rishi Chanana, Jigar Fernandes, Parth Gadhia, Makarand Berde
President - Mumbai & Kolkata: NavinTalreja
Account Management: Ajay Menon, Heval Patel, Feroz Shaikh, Shobhit Trivedi
Production House: Action and Cuts
Director: Jigar Fernandes
Producer: Ashwin Surve, Shiva Verma, Sandesh Rasal