Mumbai Police kindles interest with contest, drives safety awareness for Ganapati fest

Mumbai Police has launched a film campaign in Mumbai cinemas urging citizens to keep Mumbai safe from terror during the ongoing Ganapati festival. The campaign has been conceptualised by Ogilvy & Mather.

 

The film opens with a super asking people to spot the number of suspicious items in the film and send the answer via SMS. The prize on offer is a Gold coin (courtesy ICICI Bank). Celebrations at a Ganapati pandal form the crux of the fast-paced film. Different areas of the pandal are featured, with suspicious objects featuring in each frame. People go about the celebrations without paying attention to these objects. Viewers are asked to choose from three options – 7, 10 and 12 – to guess the number of suspicious objects featured. The film ends with the super and voice over saying, “The same alertness you displayed right now to win the contest could be very useful when you visit an actual Ganapati and immersion ceremony’.

 

Harshad Rajadhyaksha, ECD, Ogilvy & Mather, Mumbai, said, "We are using the medium of film to train the city to be alert during the festival. We are playing on the mindset of the people that they would readily extend their efforts to win a prize. In the end we gently nudge their conscience into doing the same for their safety."

 

Kainaz Karmakar, ECD, Ogilvy& Mather, Mumbai, added,"We needed a lot of like-minded partners to pull off something on this scale. That is where E Suresh came in and he added his enthusiasm and his full support to pull this off. ICICI Bank backed us by agreeing to provide the gold coins."

 

The contest is playing across the theatres in Mumbai.

 

Credits

 

Client: Mumbai Police

Agency: Ogilvy & Mather

National creative director: Abhijit Avasthi

Executive creative directors: Kainaz Karmakar, Harshad Rajadhyaksha

Copywriters: Harshad Rajadhyaksha, Kainaz Karmakar

Creative team: Ashok Karkala, Gaurav Kumar

Account management: Hirol Gandhi, Nikhil Mohan, Avatar Negi

Agency producer: Vinod Rao

Production house: Eeksaurus

Director (film): E Suresh