Center Fresh urges India to talk less and work more

Payal Khandelwal, 18 June, 2009

Mumbai

Center Fresh has launched a new campaign “India, baate kam, kaam zyaada” as an extension to the brand thought “Zuban pe rakhe lagaam”. 

The agency was tasked with creating a new approach for the existing brand proposition. The film shows a group of policemen, office executives, politicians, doctors and two cricketers seemingly engrossed in serious discussions in their respective fields. This is accompanied by an audio praising the talent and future of India. Cut back to the same set of people actually discussing about the most mundane things which are absolutely not related to their respective professions. This is followed by the voiceover “India, baate kam, kaam zyaada”.

Watch the film here:

Center Fresh from Campaign India on Vimeo.

Explaining the idea behind the new campaign, Anurag Agnihotri, creative director, O&M India says, “The new campaign aims to follow on the Center Fresh positioning “Zuban pe rakhe lagaam”. We have taken a CSR approach with this campaign. The idea is that people generally keep talking about useless things while at work and wasting time, in the process. We are asking people not to talk much and concentrate on work.”

The creative team behind the campaign includes Piyush Pandey, executive chairman and NCD; Abhijit Avasthi, ECD; Anurag Agnihotri; Ashish Naik, ACD; Nasrullah Husami, copywriter and Saurabh Kulkarni, copywriter. The film has been directed by Prasoon Pandey and produced by Corcoise Films

The media mix for the campaign includes TV, radio, digital, outdoor, activation and print. The radio spots, the digital campaign and activation campaign are still under production.