Ogilvy Mumbai makes a film, #SpecialDelivery, for the search engine giant to appreciate the efforts and pain taken by the behind the scenes heroes
BestMedia Info Bureau | Mumbai | December 30, 2014
Great Indian Shopping Festival, an initiative by Google, was started three years back. The initiative would not have been successful without the hard work put in by the delivery men. They have been the people responsible for the timely delivery of products. Their work has been most of the time left unsung. To appreciate and acknowledge their efforts Google has come up with a campaign to thank the delivery boys. Ogilvy & Mather has made the film to spread the social message.
Acknowledging the efforts of the delivery boys and considering the thankless nature of their job, Google decided to celebrate the spirit of these unsung heroes of the e-commerce ecosystem. A special gift (a customised helmet with their name on it) was delivered to the homes of these delivery boys. The helmet was not just personalized but also visually designed to celebrate their journey.
The film delves into a day of a delivery man. He is shown delivering products at the doorsteps of various people without expecting thanks in return. One delivery boy says that he becomes really happy when he sees happiness on the faces of customers when their items are delivered on time. Another delivery boy, sharing his experience, says that seeing his big bag, some children call out ‘Jingle Bells’ to him. He feels really glad by this. Most of the times, their hard work is left unsung. We forget to thank them. When Google goes to the homes of these delivery men and gifts them personalised helmets, the glee in the eyes of these men and their families is worth watching and quite emotional.
Sukesh Nayak, Executive Creative Director, Ogilvy India, said, “Today, we all shop online and enjoy the comfort of it. But somewhere we forget to acknowledge the most important person in this process: the delivery man. Our idea was to recognise them and thank these faceless people. The helmet was not just personalised but also designed to visually depict their amazing journey. The expression on their faces when we delivered this at their doorstep was just priceless. It made us realise, that a little thank you goes a long way.”
Navin Talreja, President, Mumbai & Kolkata, Ogilvy India, added, “Brands with a social conscience and sensitivity to the ecosystem in which they work are being preferred and loved by consumers across the world. Google is one such brand which has led many such initiatives. #SpecialDelivery is a special gesture by Google for the delivery boys who bring parcels of happiness to homes in India.”
Commenting on the campaign, Sandeep Menon, Director, Marketing, Google India, said, “gosf.in 2014 was a roaring success, with all partners seeing great engagements across product categories. We got a total of 1.4 crore visits to the site and the user engagement is up by seven times compared to last year. All this was made possible due to collective efforts of all our partners. And this video is a small gesture to thank the unsung heroes who keep the wheels of this growing industry moving.”
Agency: Ogilvy & Mather
National Creative Director: Rajiv Rao
President, Mumbai & Kolkata: Navin Talreja Executive Creative Director: Sukesh Nayak Head of Planning, Mumbai: Kawal Shoor Senior Creative Directors: Talha Nazim, Manasi Kadne
Art Directors: Nobin Dutta, Noothan PR
Copywriter: Aratrika Rath
Business Head: Hitesh Patel
Account Management: Kunal Rasania, Madhavi Unni
Production House: @Asylum
Director: Raaj A Chakravarti