GoI releases string of ad films #TransformingIndia
An anthem 'Mera Desh Badal Raha Hai' was also released along with the films. The campaign conceptualised by Ogilvy & Mather retained the 'Ab Ki Baar…'phrase and creatively extended it to newer slogans
BestMediaInfo Bureau | Mumbai | June 13, 2016
On completing two years in office, the Government of India released a string of ad films under the theme #TransformingIndia to highlight its works and achievements. It also released an anthem 'Mera Desh Badal Raha Hai'.
The campaign is conceptualised by Ogilvy & Mather's Gurgaon team led by Piyush Pandey, Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia.
The NDA government was sworn in on May 26, 2014. The campaign, released in the last week of May, consists of over 10 films, each depicting various initiatives of the government such as the OROP scheme, Fasal Bima Yojana, Startup India, Pradhan Mantri Jan Dhan Yojana, Digital India, Swachha Bharat and others.
The campaign retained the 'Ab Ki Baar…' phrase which launched and promoted Narendra Modi as the National Democratic Alliance's (NDA) prime ministerial candidate in 2014. This time the phrase has been creatively extended to newer ones, 'Ab Ki Baar No Bhrashtachaar', 'Ab Ki Baar Khata khula Yaar' and 'Ab Ki Baar Sapne Saakar', among others.
At the end of each TVC, a status update of the number of citizens who benefitted from each of the policies is given. In a very subtle manner, the creatives are designed to talk about the changes the country has seen in the last two years.
So, are the ads a celebration of two years in office or are they just an update of sorts?
Pandey says it was no celebration. “It was a kind of update of the efforts the government has taken in the last two years. That's how we ended up talking about the initiatives taken by the government and the status of the same. So, whether it is about rural roads or beti bachao -- that was the brief we got and the aim of the campaign,” Pandey said.
The ad-films are all crisp to 60 seconds on an average. Pandey said there was just one real challenge that the team faced. “The challenge was to pick and choose which initiative to take up while weaving the campaign. It again depended on the maturity of the policies and the updates that can be shared. Even that was an interesting task for the team.”
When asked about his personal favourite, Pandey said, “Whatever good happens for the country is good for us. So can't really pick one favourite, I like them all.”
The TVCs:
Credit List:
Client: National Democratic Alliance/ Bhartiya Janta Party
Agency: Ogilvy&Mather Gurgaon
Creative Team: Piyush Pandey and his team