Campaign India Team
Mar 31, 2010

O&M rings the bell for Breakthrough's new Bell Bajao campaign

O&M has unveiled the second phase of the Bell Bajao campaign for Breakthrough Trust. The maiden campaign, aimed at bringing domestic violence to a halt, was launched last year and besides generating buzz on the web through its website www.bellbajao.org, went on to win awards as well. The new campaign takes the movement forward in the form of true stories that it has inspired.

O&M rings the bell for Breakthrough's new Bell Bajao campaign

O&M has unveiled the second phase of the Bell Bajao campaign for Breakthrough Trust. The maiden campaign, aimed at bringing domestic violence to a halt, was launched last year and besides generating buzz on the web through its website www.bellbajao.org, went on to win awards as well. The new campaign takes the movement forward in the form of true stories that it has inspired.

The concept of Bell Bajao (Ring the bell) is based on a simple thought: If you're a witness to domestic violence in your neighbourhood and if it is unfolding behind closed doors, go ahead and ring the doorbell of that house. The sound of the ringing bell acts as distraction enough to bring the act of violence to a halt, albeit temporarily.

But the excuse for ringing the doorbell is silly enough for the oppressor to realise that his violent acts have been recorded and are condemned by his neighbours.

View TVCs here

 


Ogilvy says the new set of commercials for the Bell Bajao campaign are inspired from true stories of people who have done their bit towards stopping domestic violence, by ringing the bell. Ryan Mendonca, copywriter on the campaign says, "It would be a little hard to document every act of ringing the bell that this campaign has inspired. But people have written in on our microsite - www.bellbajao.org, stating how they made a difference to an abused household by ringing the bell."

He added, "Last year's Bell Bajao campaign went on to become a movement. The task given to us was to keep the movement going by creating a fresh television campaign and getting more people involved in bringing domestic violence to a halt. We wanted to retain the simplicity of the campaign and demonstrate how little it takes to make a difference."

The TVCs have been directed by Bauddhayan Mukherji of Little Lamb Films.

Credits

 

Project: Bell Bajao
Client: Breakthrough Trust
Creative agency: O&M, Mumbai
National creative director: Rajiv Rao, Abhijit Avasthi
Creative director: Zenobia Pithawalla
Copywriter: Ryan Mendonca
Art director: Mark Benjamin
Client servicing: Suchitra Maddidi
Production house: Little Lamb films
Director: Bauddhayan Mukherji
Producer: Supratik Datta
Post-production studio: Pixion
Media used (TV/print/outdoor): TV/outdoor

Source:
Campaign India

Related Articles

Just Published

45 minutes ago

Slice takes on rivals as Katrina Kaif gets fan to ...

Watch the film conceptualised by Wunderman Thompson

3 hours ago

Creative and media deliver 'stronger performance' ...

Organic revenue decline of 7.5% in the last quarter of 2020 puts Havas in the middle of the holding companies to have reported so far

3 hours ago

Campaign India’s Mental Health Survey: The panel ...

Second part of the survey features a discussion from industry seniors

3 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India