The Government of Maharashtra and MIDC have launched an integrated campaign promoting Maharashtra, the State playing host to the ongoing 'Make in India' week, as an investment destination. The campaign has been conceptualised by Rediffusion Y&R.
The brief was to the welcome the world to the 'Make in India' week and also promote Maharashtra as an investment destination for global investors.
One of the films that are part of the 'Magnetic Maharashtra' campaign features cricketer Sachin Tendulkar, actor Madhuri Dixit and musician Shankar Mahadevan. The brand film highlights some features of the State that make it attractive for investors, interwoven with glimpses of its colourful culture and beauty. It opens at the Gateway of India, and moves to Tendulkar in the middle of a desert, showcasing the 'abundant land' the State can offer. He says 'Maidan khade hain, pragati ka khel jeetne ko tayyar pade hai' (Fields are open, and they're ready to win the game of progress). Next, Dixit showcases the 'skilled workforce' with the help of a walkthrough in a car factory. She says, 'Logon ka mann shaandaar. Gunwan aur meheneti har kirdar' (The minds of people is amazing. Every character is talented and hardworking). Then comes Mahadevan, to highlight 'seamless connectivity'. He says, 'Yahaan rahein apne aap khul jaati. Vikas ke saath jugalbanti karati hai' (Avenues here open on their own. It brings you in harmony with progress). The film also features two emerging business leaders from Pune and Aurangabad. Dixit and Tendulkar surmise with the message: 'Unnati ka hai savera; Magnetic Maharashtra mera' (It's the dawn of the rise; my Magnetic Maharashtra').
The campaign features two more films and press ads.
Pramod Sharma ECD West, Rediffusion Y&R, said, “I have been born and brought up on this great land called Maharashtra. And working on something as big and diverse as Maharashtra was a privilege. Deadlines were mad. Work had to be created and presented in almost impossible time. What kept us going was the pride to work on 'Magnetic Maharashtra'. My complete team is to be given the credit for pulling off this outstanding campaign. I hope this campaign does wonders for our State and ropes in enormous investment and business opportunities.”
Darshan Choudhari, creative head, Rediffusion Y&R, added, “This is by far the most gratifying experience for me. My very first project after joining Rediffusion, couldn’t have asked for anything better. We looked at working on the brief very intensely, whether the Diya or the Warli Art creation the idea was to stay true to 'Make in India' and 'Magnetic Maharashtra'. The hard work gone on this project in the past month has paid off. Everyone loves the work that has come out. I am proud to be associated with the event.”
Dhunji Wadia, group president, Rediffusion Y&R, said, “I thank the Government, CII and MIDC for giving Rediffusion Y&R this opportunity for Maharashtra as the host State to welcome the world and through this effort showcasing Maharashtra as the ideal destination for investment before a global audience.”
Uttio Majumdar, head of operations, Rediffusion Y&R, Mumbai, added, “Very rarely does the work presented at the pitch stage see the light of day in its original avatar – this campaign is one of those few exceptions. The challenge for Team Rediffusion was to weave a common theme through the multiple communication requirements for this project and the impact that the films, print, outdoor and other pieces of communication have created is the best recognition of the effectiveness of the work we have done.”
Client: MIDC, Government of Maharashtra
Agency: Rediffusion Y&R
President: Dhunji S. Wadia
CCO: Rahul Jauhari
Creative heads: Darshan Choudhari, Tony Pereira
ECD (West): Pramod Sharma
Head of operations, Mumbai: Uttio Majumdar
Brand partner: Priyaratna Suryawanshi
Production house (Celebrity film): Elements
Director (celebrity film): Vivek Daschaudhary
Production house (Warli animation): Chris Chros films