National Skill Development Corporation (NSDC), a public-private (49:51) partnership not-for-profit company formed under the Union Ministry of Finance, Government of India, has launched a TV campaign urging young India to empower themselves with skills and progress in life. The agency behind the two-film campaign is Ogilvy & Mather. The films went on air on 22 February 2014.
The campaign is part of NSDC’s efforts to achieve its target of skilling 500 million Indians by 2022 under the National Policy on Skill Development (2009). The films are based on the theme that with skill comes respect (Hunar Hai Toh Kadar Hai).
One of the ad films features a young male protagonist at a bus stop. When the bus arrives, he notices an ad on its side saying ‘Hunar Hai Toh Kadar Hai’ and a ‘Call 0880005555’ message. He calls the number as he enters the bus door and is shown transiting into a National Skills Training Institute. After meeting a counsellor, he enters another set of doors into the course. Accompanied by a jingle on the theme, he toils through the course arming himself with skills. He enters the work force and rises up the ladder on the back of application of those skills. The scene shifts to him taking his mother, wife and infant to their new home. The door opens to an awards stage where he is recognised for his work. The film ends with a message on the various courses on offer and a call to action - to the NSDC helpline.
The other film features a young female protagonist rising in the retail sector, empowered by skills learned through NSDC. View the film here:
An official statement explained that the two sectors were chosen keeping in mind the high aspiration level of the young for working in them.
On the objective, Dilip Chenoy, MD and CEO, NSDC, said, “Through this TVC we want to show all our stakeholders four basic things - utility of the NSDC certificate, productivity of the certificate, companies understanding the value of the certificate and the whole process creating an impact for the betterment of the society.”
Piyush Pandey, executive chairman India and creative director, South Asia, Ogilvy & Mather, added, “This TVC has been created to motivate those who couldn't do much as there was no opportunity; but NSDC is a program where they can get skilled and make a better future for themselves and become a part of India’s growth story.”
Managing director and CEO: Dilip Chenoy
COO: Atul Bhatnagar
Principal, communication and advocacy: S Kalyan Ramanathan
Analyst, communication and advocacy: Prateek Agarwal
Creative agency: Ogilvy & Mather Gurgaon
Executive chairman, India and creative director, South Asia: Piyush Pandey
President - branch head, North: Kapil Arora
Executive creative director: Ajay Gahlaut
President - planning: Neeraj Bassi
VP - Account management: Niket Kumar
VP - Planning: Ayan Banik
Creative directors: Vimal Singh, Divya Bhatia
Creative controller: Anu Gulati
Management supervisor: Geetika Jatta
Group account manager: Nitin Malik
Production house: Love and Faith
Director (film): Milind Dhaimade
Producer: Varun Shah
Lyrics: Amitabh Bhattacharya
Music: Amartya Raut (Bobo)