Grown-ups play “Train” in the new TVC for Indian Railways

The ad has been created by Piyush Pandey and the team at Ogilvy Delhi

Oct 05, 2010 02:52:00 PM | Article | Arati Rao

Ogilvy & Mather Delhi has created a TV commercial for Indian Railways, which was released on the opening day of the Common Wealth Games. The creative team which conceived the idea was Sukesh Nayak and Heeral Akhaury. Piyush Pandey, executive chairman & creative  director, Ogilvy South Asia, was creative director on the film, and it was directed by Prakash Varma of Nirvana Films.

In the film, a large group of adults form a long "human train", complete with the "chuk-chuk" noise associated with it, that moves through different locations of a city. The voiceover at the end of the Hindi edit is "Desh ka mel". 

"Train journeys have been an integral part of our lives, but it takes a special effort to capture some of these nuances on film. Working on this project, to me personally has been one of the most satisfying and emotional experiences," said Sanjay Thapar, group president - North and East. He continued, “When we were briefed on the Indian Railways project, one glaring fact that astounded us all was that the Indian Railways is possibly the biggest brand in this country – we could not recall a bigger, historical and equally endearing  brand than that of the Indian Railways.”

Ajay Gahlaut, executive creative director, Ogilvy & Mather Delhi, told Campaign India, “The brief was just to create an engaging and interesting ad. We shot in Kolkata for logistical purposes because Prakash thought he could find a few places that have that Indian feel, but don’t look like any particular place.”

Piyush Pandey, executive chairman & creative  director, Ogilvy South Asia, said, "The magnitude of the Railways brand and the way it impacts us, has been captured in such a simple yet emotionally engaging manner. Hats off to Prakash Varma and the Nirvana crew for not only pulling off a fantastic film in a near impossible deadline, but also for being able to create a brilliant film of what was on my mind." 

Watch the TVC


Agency: Ogilvy & Mather

Executive chairman & creative  director, Ogilvy South Asia: Piyush Pandey

Executive creative director, O&M Delhi: Ajay Gahlaut

Creative team: Sukesh Nayak and Heeral Akhaury

Client servicing: Ravi Adhikari

Group president - North and East: Sanjay Thapar