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Rediffusion’s video for Punjab Police urges youth to abstain from ‘drink & drive’

Ahead of the New Year celebrations, the Punjab Police released the five-minute video on all their social media handles

The Mumbai team of full-service ad agency Rediffusion has created a video for the Punjab Police which urges citizens, especially the youth, to abstain from drink and drive.

Ahead of the New Year celebrations, the Punjab Police released the five-minute video on all their social media handles.

The video has been ideated and created by the Rediffusion Mumbai creative team led by Pramod Sharma. The video has been shot and produced by Sumeet Malhotra of Bombaiyya Films.

The video is formatted as a social experiment film where a single mother is being interviewed supposedly for a documentary. Her son, unknown to her, is made to sit in the adjacent room and is made to view the live stream of his mother answering the questions.

The questions are direct and very personal. The mother answers each one of them honestly, and is very practical and balanced in her answers. The interview seems to be following a very predictable kind of path till the interviewer asks the mother if her son drinks. The mother is a bit taken aback, but confidently says no. The interviewer persists.

The interviewer then wants to know what if the son were to lose a kidney to a bad drinking habit. The mother does not get angry. She, without batting an eyelid, just matter-of-factly tells him that if ever such an eventuality were to come about, she would donate her kidney to the son because the son is her everything.

The interviewer then poses the question whether her son would ever drink and drive, to which the mother again replies in the negative, but the face of her son shows what a terrible mistake he has or would’ve made had this answer from his mother not been revealed to him.

The son in the adjoining room cannot resist the tears welling up in his eyes, and trots across to tightly hug the mother in the next room.

“It is an emotional film but it is very real. We sometimes underestimate the love and trust parents have for us children. This video is very candid. It covers a lot of incisive insights about the parent-child relationship and how offsprings can sometimes betray the faith and trust that resides so deep in the parent’s heart. But the video stops short of any pulpit talk; just merely states that for the sake of your family, their love and their trust, don’t drink and drive,” Pramod Sharma, Creative Chief at Rediffusion Mumbai, said.

Kalyani Srivastava, head of Rediffusion Mumbai, added, “This is a simple but touching New Year message from the Punjab Police. No pontification. Just a dramatic portrayal of a mother’s love, and

that is infinitely powerful”.

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