Mumbai-based Post Office Studios, a 2D animation and motion graphics vertical at Kulfi Collective, has collaborated with Ogilvy for an animated video released during Tata Motors’ ‘Road Safety Initiative’ in Bangladesh.
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While the anthem - No Second Chance – has been conceptualized and composed by the Ogilvy team, the creative animated video for the same was developed by designers of Post Office Studios.
The anthem was conceived by Ogilvy to create awareness, especially among truck drivers as well as other vehicle drivers, about the importance of cautious driving to avoid accidents.
The crux of this anthem is that while life gives us plenty of opportunities to fix silly mistakes and minor botches, on the road, there is no second chance, which is why we must be careful as recklessness can cost a life.
Akshat Gupt, Co-Founder and CCO at Kulfi Collective, said, “While talking about critical issues like road safety, it was important to not sound preachy or rigid or talk down to vehicle drivers, and the catchy anthem does a great job of addressing the issue. For us the mandate clearly then was to bring the same approachable fun tonality and vibrancy of the anthem in the visuals.”
Vibha Lad and Joydeep Chowdhury, Post Office Studios, Co-directors of the project, said, “Road safety is a serious subject, so to address it effectively, our team developed a concept where the visual language was light-hearted to strike a perfect balance. Our objective was to keep it grounded but ensure that the audience could relate to the anthem’s lyrics effortlessly. The video was released on 18th October during the campaign and garnered over 3 million + views in just less than two weeks! Furthermore, as the video was well-liked by everyone, we were beyond thrilled to receive immense praise from both Ogilvy and Tata Motors teams.”
Group Creative Director: Hemal Jhaveri
Group Creative Director: Khurram Haque
Creative Director: Nitin Kerur
Associate Creative Director: Austin Dsouza
Art Director: Rohan Sawant
Senior Art Director: Prachi Damani
Senior Vice President - Account Management: Dushyant Kumar
Account Supervisor: Juhi Wadia
Senior Vice President - Planning: Amritraj Thakur
Post Office Studios
Directed by Joydeep Chowdhury and Vibha Lad
Creative Director: Kunal Prabhu
Executive Producer: Kedar Thapar
Creative Producer: Aunnesha Sen
Associate Producer: Khyan Kotak
Illustrators: Joydeep Chowdhury, Omkar Sawant, Minal Dusane, Robin Chakraborty, Sharath Raj, Shradha Verma
Animators: Vibha Lad, Varunjyoti Deori, Suman Saha, Aditya Aman
Editor: Akhtar Shaikh