The campaign has been created by Ogilvy & Mather for Municipal Corporation of Greater Mumbai (MCGM)
BestMediaInfo Bureau | Mumbai | February 2, 2015
To tackle TB, the Municipal Corporation of Greater Mumbai (MCGM) has launched a comprehensive awareness campaign with Amitabh Bachchan, a past survivor of the disease, as its brand ambassador. Ogilvy & Mather has conceptualised the campaign which aims at addressing the key challenges that presently serve as an impediment to TB control.
These key challenges are: lack of understanding of TB symptoms, misconceptions about the treatment and social stigma. Both films showcase Bachchan in a character role, playfully chiding people for taking inane things in life more seriously than their health. He informs them about the symptoms, the treatment and the fact that it can happen to anyone.
Nidhi Dubey, Vice-president, Global Health Strategies, noted that the essence of the campaign ‘TB Harega, Desh Jeetega’ is that TB can happen to anyone. “With Amitabh Bachchan as the face of the campaign, O&M has managed to creatively present impactful messaging on TB, which has been appreciated by the government, media, civil society and general public. The TVCs strike a perfect balance by making it appealing to watch and at the same time do not underlie the seriousness of the issue. The public health community is sure to take notice,” she added.
Santosh Patil, Senior Creative Director, Ogilvy & Mather, Mumbai, said, “The simple insight we tapped into is the optimism bias most people have when it comes to TB. Everyone thinks this will not happen to me when in fact it can happen to anyone. Our biggest challenge was being able to address this serious subject in a light but emotional manner, ensuring that we get people’s attention.”
Apart from TVCs, the campaign also uses radio, print and outdoor to highlight and reinforce the powerful campaign line, ‘TB Haarega, Desh Jeetega!’
Client: MCGM (Municipal Corporation of Greater Mumbai) & GHS (Global Health Strategies)
Agency: Ogilvy & Mather, Mumbai
Creative Team: Abhijit Avasthi, Santosh Patil, Akshat Trivedi, Pankaj Vagal, Yogesh Bhagat
Account Management: Ajay Menon, Roshni Mohan, Neha Agarwal