Grey Group India has created a TVC that is aimed at humiliating people who don’t care about public cleanliness
BestMediaInfo Bureau | Delhi | November 4, 2014
There are people who have no qualms about littering and throwing garbage on the streets, urinating in public and not contributing towards the social responsibility of keeping the nation clean. Prime Minister Narendra Modi, on October 2, had announced the Swachh Bharat mission to motivate citizens of India to keep the country clean from garbage and dirt. Since then, it has been a much talked-about initiative.
In order to support the exercise and continue the momentum, Grey Group India has launched a TVC, as part of a larger campaign for the Swachh Bharat mission. The central idea of the campaign is to start embarrassing offenders for their actions and make them feel that their actions are wrong. This is the first phase of the campaign, which will be aired in 10 languages across all the major networks.
The 60-second TVC starts by showing a guy throwing a used glass on the road from his car. As he does this, people on the road start embarrassing him by applauding and staring at him. Similarly other offenders such as Mannu Aunty and Laxmi Bhabi also become subject to embarrassment by passersby.
The campaign tries to create awareness among people, so that they are more careful about keeping the country clean. At the end, Prime Minister Modi is seen speaking about the need to keep India clean. The TVC ends with the caption ‘Swacch Bharat: Ek kadam swacchta ki aur.’
Samir Datar, VP and Branch Head, Grey Group, said, “We are delighted to be part of the Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling one and can become a very effective behaviour change tool, once it gets traction on social media and ground activation."
Malvika Mehra, National Creative Director and EVP, Grey Group, said, “There is a saying in hindi - 'jab ghee seedhi ungli say na niklay, tab ungli tedhi karni padti hai'. Despite countless 'Keep India Clean' efforts/messages by the government, we still see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder, by now literally 'humiliating' the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed."
Creative Agency: Grey Group India
Creative Team: Malvika Mehra, Dushyant Chopra, Arpan Bhattacharya, Saumya Aggarwal
Servicing: Samir Dattar, Sanghamitra Chakraborty, Titash Dutta
Planning: Dheeraj Sinha, Ajay Ravindran
Films: Samir Chadha, Sharad Shinde
Voiceover: Anupam Kher
Production House: Razorblade Films
Producer: Christopher Wagner
Director: Rahil Patel
DOP: Milind Shirke
Music: Niriksha Ajay Kakade