Publicis Ambience has conceptualised a new TVC for the Reserve Bank of India. The TVC has been created in order to raise awareness about the authenticity of various bank notes. Different states and different situations have been used in the film to deliver the message.
Targetted more towards the rural areas, the film is currently on-air on Doordarshan. It will also be aired in theatres and satellite TV, along with a print campaign and an on ground activation in collaboration with banks.
Commenting on the campaign, Prasanna Sankhé, national creative director, Publicis Ambience Advertising, said, “The objective of the film was to tell the people about the various safety feature that all the notes have. But instead of making a plain informative message we thought there was a wonderful opportunity to tap into a very deep routed Indian insight. We, as Indian, we will inspect everything thoroughly before we buy it. Test it out. Check it. be it a car or a coconut. But while accepting a note we don't bother much. We wanted to cash in on this very relevant point and make people change their habit and start inspecting, if not all but some of the safety features.”
On working with the RBI and creating a film about the awareness of counterfeits, Sankhé, added, “The great thing about working on this project was that unlike a normal campaign where you are trying to sell a product or service this was actually trying to cultivate a good habit among the masses. Trying to achieve a change in social behaviour is the most challenging task. People are used to a particular way of doing things and to tell them to change is a huge ask. And therefore it is that much more satisfying if we are able to pull it off.”
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The music for the film has been created by Gulzar. Flying Saucer is the production house.
National creative directors: Prasanna Sankhé, Ashish Khazanchi
Art director : Prasanna Sankhé
Copywriters: Prasanna Sankhé, Rishi Upadhyay
Film managers: Hozefa Alibhai, Belliappa Maneyapanda
Account management: Vishal Patel, Ashish Shrivastav.
Director: Pushpendra Mishra
Production house: Flying Saucer
Music: Zubin Ballaporia
Producer: Divyesh Satta