Through its latest campaign, BMC (Brihanmumbai Muncipal Corporation), the municipal body of Mumbai aims to highlight how their efforts contribute to Mumbai’s welfare.
Over the years, the BMC has garnered a lot of criticism over Mumbai’s infrastructural issues, despite working tirelessly to ensure the maintenance and development of the city. Conceptualised by Lowe Lintas Mumbai, the two films of the campaign look at the lives of BMC workers who toil endlessly to ensure that the city infrastructure works non-stop.
Anaheeta Goenka, president, Lowe Lintas, said, “It was an interesting task from a perspective of discovery, about the BMC. But the best way to approach it was by being authentic and honest. As “restless Mumbai” needs “restless Mumbaikars” to keep it going. Real truths were unearthed and real stories told.”
The campaign aims to rebuild a positive, genuine perception about the BMC and help reinforce their trust in the civic body, while highlighting the magnitude of the work that it has been doing for Mumbai. The agency uses emotional storytelling to encourage behavioural change and prompt citizens to take ownership for their own actions by not littering or wasting water.
Watch the second film here:
Sagar Kapoor, CCO, Lowe Lintas adds, “We had the most unique briefing sessions on BMC. We were just asked to send our team to key BMC operational zones and observe. To meet the BMC staff and observe them. Our team came back all inspired ready to fire with stories that were true and tugging at the heart. We just learned one fact. These people do not just see their work as a service, they truly loved Mumbai. Hence we captured real people with real stories.”
The multi-film campaign that highlights the efforts of the BMC’s departments is live across online and offline media. BMC is expected to release the other films shortly.
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Watch the film conceptualised by Ogilvy here