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.
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