When Prime Minister Narendra Modi announced a nationwide 21-day lockdown, law enforcement authorities across the country were entrusted with the task of ensuring the general public follow the PM’s mandate. Despite their best efforts, people were seen breaking rules.
In an attempt to raise awareness about the importance of staying indoors, Wunderman Thompson South Asia was tasked with developing social media communication for Punjab Police around the idea of ‘Stay Home. Stay Safe’.
The Wunderman Thompson South Asia team created nine different visuals in a matter of hours with Bollywood being at the heart of every communication piece. Classic Bollywood songs were cleverly integrated with the ‘Stay Home. Stay Safe’ concept and the creatives were released through the official Facebook and Twitter accounts of the Punjab Police. The creatives generated great chatter on social media and were also successful in engaging with the audience.
Dinkar Gupta, IPS, Director General of Police, Punjab, said, “The campaign with Bollywood songs, while providing some welcome relief from the sombre and challenging times we are all living in, delivers a very clear and unambiguous message that self-restraint is any day better than ‘social policing’. But most importantly for us, it helps us celebrate our own force, and showcase their contributions. We have plans to use social media to reach out to the community, especially the millennials.”
Hanoz Mogrelia, SVP & ECD, Wunderman Thompson, India, said, “This was a very interesting exercise for us. My creative team approached the project from different angles — and once we were given a go-ahead on the Bollywood songs idea, we really went to town. The team enjoyed working on this and would not mind doing work like this again.”
Somedays, the internet truly springs up wonderful surprises! Grateful for this heartwarming video and #PunjabPoliceSaadaMaan sentiment! Punjab Police stays committed to its motto ‘Shubh Karman Te Kabhu Na Taron’ & serving the people of Punjab at all times!pic.twitter.com/0YWdLcYs4y— Punjab Police India (@PunjabPoliceInd) April 13, 2020
Client: Punjab Police
Agency: Wunderman Thompson South Asia
Account Management: Nakul Jambotkar, AVP & CSD
Creative Team: Hanoz Mogrelia, SVP & ECD and Kavita Modi, Sr. Art Director