TBWA India has created a new campaign for the Standard Chartered Mumbai Marathon to be held on January 18th, 2009. The 60 second TVC, developed by TBWA India, showcases the thought behind supporting the marathon and the various causes associated with running the race.
Highlighting the three main causes associated with running the Mumbai marathon, namely planting more trees, supporting underprivileged children and helping the blind, the TVC looks at showcasing the marathon as a symbol of Mumbai’s spirit, through a series of montage shots. The spot shows street kids, urban youth, old people, all coming together to take part in the marathon, joining hands as a gesture of solidarity for the common causes espoused by all.
Rahul Sengupta, national creative director, TBWA India, says the idea was to bring out the nobility of the causes associated with the marathon. “The Mumbai marathon signifies the spirit of the city, which was especially significant in the aftermath of the recent terror attacks,” says Sengupta. Although there is no obvious reference to the attacks, the idea behind the TVC was to showcase the solidarity that people in the city have towards each other, in times of need.
Brief: To highlight the causes associated with the Mumbai Marathon and inspire people to participate.
Client: Standard Chartered
Creative agency: TBWA India
National Creative director: Rahul Sengupta
Creative Team: Rahul Sengupta, Shagun Seda, Kimberly Flanighan, Cyrus Sahair
Production House: Red Ice films
Post Production Studio: Prime Focus and Prime Plus
Exposure: TV, outdoor, print