Conceptualised by Ogilvy India, the campaign communicates the message that job probabilities are higher when you are trained for a certain skill set, which adheres to the standards developed by and for the industry
BestMediaInfo Bureau | Mumbai | October 15, 2014
National Skill Development Corporation (NSDC) has launched three new TVCs to give skill development a major push and to make it more ‘glamorous and aspirational’. The campaign, conceptualised by Ogilvy India, communicates the message that job probabilities are higher when you are trained for a certain skill set, which are according to the standards developed by and for the industry.
Commenting on the campaign, Kapil Arora, President & Branch head, Ogilvy North, said, “NSDC’s brief to us has been to help showcase the value of skill in the country and, in the process, accord respect for skills – ‘Hunar Hai Toh Kadar Hai’. While the first TVC in the campaign talks about how one missed call to NSDC can change your life, we have also followed it up with two sector-specific films that showcase how an individual can get skilled in a sector of his choice, with the help of NSDC and its partners.”
One montage film and two sector-specific commercials have been released – one for gems and jewellery and the other for security sector. It reflects the cynicism attached to the project that most people find it difficult to believe that a simple missed call can change their life and help them realise their dreams. The montage film maps the journey of four youngsters who choose four different courses and change their lives by giving a simple missed call to the NSDC call centre number – 088000-55555.
Dilip Chenoy, MD and CEO, NSDC, said, “For the fourth year in a row, NSDC achieved the annual targets it set. In fact, in 2013-14 we crossed our target and brought 1.05 million youth into the skilling eco-system. This year, our target has more than tripled to 3.3 million and hence, the launch of this campaign will not only help us achieve this, but also give a major push to skill development in the country, which is absolutely in line with the government’s Skill India Movement.”
“Through our TVCs, we have always wanted to showcase four basic things to all our stakeholders - utility of the NSDC certificate, productivity of the certificate, companies understanding the value of the certificate and the whole process impacting the lives of people getting skilled,” added Chenoy.
Creative Agency: Ogilvy India
Executive Chairman and Creative Director, South Asia: Piyush Pandey
President & Branch head: Kapil Arora
Executive Creative Director: Ajay Gahlaut
Creative Director: Vimal Singh, Divya Bhatia
Creative Controller: Anu Gulati
President, Planning: Neeraj Bassi
VP, Planning: Ayan Banik
Account Management: Niket Kumar, Geetika Jatta, Onkar Purohit
Production house: Love and Faith
Director: Milind Dhaimade
Producer: Varun Shah
MD & CEO: Dilip Chenoy
COO: Atul Bhatnagar
Communication & Advocacy: S Kalyan Ramanathan, Prateek Agarwal