Ogilvy & Mather has conceptualised a film for the Google initiative, The Great Online Shopping Festival (GOSF).
The film takes a behind the scenes look at the delivery men. The film begins by looking at the story of four delivery men, each telling their tales on the job. The film shows us instances where the men aren’t able to fulfill their orders due to a lack of communication from the customer’s side and shows us the immense work the men put in, in order to get the packages to their respective buyers.
It is at this point that film cuts to a group of people walking through the street as a voice over talks about how Google wanted to do something special for these men. We see this group of people approaching four houses where they ask for Hanumant, Vishal, Vaibhav and Nitin. They are each given a personalised helmet with a thank you card.
The film ends with a super asking the audience to make every delivery special.
Sandeep Menon, director, marketing, Google India, said, “Gosf.in 2014 was a roaring success, with all partners seeing great engagements across product categories. We got a total of 1.4 crore visits to the site and the user engagement is up by seven times compared to last year. All this was made possible due to collective efforts of all our partners. And this video is a small gesture to thank the unsung heroes who keep the wheels of this growing industry moving."
Navin Talreja, president, Mumbai and Kolkata, Ogilvy India, said, “Brands with a social conscience and a sensitivity to the ecosystems that make them work are being preferred (loved) by consumers across the world. Google is one such brand which has led many such initiatives. #SpecialDelivery is a special gesture by Google for the delivery boys who bring parcels of happiness to homes in India."
Sukesh Nayak, executive creative director, Ogilvy India, said, “Today, we all shop online and enjoy the comfort of it. But somewhere we forget to acknowledge the most important person in this - the delivery man. Our idea was to recognise them and thank these faceless people. The helmet was not just personalised but also designed to visually depict their amazing journey. The expression on their faces when we delivered this at their doorstep was just priceless. It made us realise, that a little thank you goes a long way."
Client: Google India
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
President, Mumbai and Kolkata: NavinTalreja
Executive creative director: SukeshNayak
Head of planning, Mumbai: KawalShoor
Senior creative director: Talha Nazim, Manasi Kadne
Art directors: Nobin Dutta, Noothan PR
Business head: Hitesh Patel
Account management: KunalRasania, MadhaviUnni
Production house: @Asylum
Director: Raaj A Chakravarti