The 60-second film has been rolled out by Grey Group India for the Ministry of Information & Broadcasting
BestMediaInfo Bureau | Delhi | March 9, 2015
Grey Group India has rolled out a new film for the Swachh Bharat Mission. The 60-second film has been launched for the Ministry of Information & Broadcasting, who is leaving no stone unturned to support Prime Minister Narendra Modi’s dream of a litter and garbage-free India.
Although the idea of keeping surroundings clean has always been alive, there is a need to evoke the feeling of accountability within every citizen to bring the thought of cleanliness into action. Hence, it is required to fight this battle for cleanliness on many fronts. While the first TV spot, also conceptualised by Grey Group India, used the idea of ‘slow clapping’ to shame the offenders for not keeping their areas clean, the central idea of the latest film is to get people take ‘ownership’ of public places.
There are a number of places in our country named after famous people, and the film plays on this observation. Throughout the reel there are namesakes of these famous people claiming a stake on their surroundings, as they pledge to keep it clean.
Malvika Mehra, National Creative Director and EVP, Grey Group, remarked, “If each of us takes the responsibility of keeping even just ‘our area’ or ‘apna ilaka’ clean, the dream of a Swachh Bharat can come true, sooner than we imagine. Through this film, we have tried to inculcate a ‘pride of ownership’ amongst the citizens of India, so famous landmarks like ‘Chandni Chowk’ automatically become ‘Chandni Ka Chowk’, ‘Azad Ka Maidan’, ‘Marina Ka beach’ and so on and so forth. With the message and hope that ‘if you own it, you will look after it’.”
The landmarks shown in the film are from four cities in India – Mumbai, Delhi, Kolkata and Chennai.
Goral Ajmera, Senior Executive Creative Director, Grey Group Mumbai, elaborated, “Most landmarks and places in our country are named after people. And we wanted to play up this sense of personal involvement. We would like the Rabindras, the Laxmis and the Chandnis to come forward and own their streets, bridges, chowks and beaches, and take an oath to keep them clean. While shooting in the four corners of the country, I met a lot of interesting people. The experience was great fun, but there was a validation of how little everyone thinks before littering. Hopefully this campaign will make them think a little more.”
Crative Agency: Grey Group India
Creative: Malvika Mehra, Goral Ajmera
Client Servicing: Samir Datar, Sanghamitra Chakraborty, Titash Dutta Majumdar
Planning: Dheeraj Sinha, Ajay Ravindran, Abhishek Chaturvedi
Film Production: Samir Chadha, Sharad Shinde
Production House: Early Man Films
Director: Soaeb Mohammed
Producer: Amarjeet Phukan