The Hindu points out that the youth of India are watching in this spot from Ogilvy South India
The Hindu has released a new advertising campaign – Classroom. The campaign created by Ogilvy & Mather South India expresses The Hindu’s point-of-view on yet another issue simmering among Indian youth.
In this commercial, India’s leading English national daily, turns the spotlight on Indian politicians; specifically, on the poor example of governance that is being set for a brand new generation. It’s often said that the future of India rests on young shoulders. However, this generation is largely disillusioned by the way the nation is run. With very few political icons to look up to, if any, there exists a real danger of a country not attracting the best and brightest of the generation, to lead it towards prosperity and glory.
The new campaign effectively captures this young sentiment; one that constitutes a wake-up call to Indian politicians, reminding them to be conscious of the millions of young Indians who follow them on media; it cautions them to think before flinging that chair in a political forum, a public forum.
The Hindu has never hesitated to express its point-of-view on country’s topical issues, whether in its editorial section or in its advertising. The previous campaign for instance, had taken a stand against tabloid-styled reporting masquerading as news. This time, the brand raises the issue of unacceptable behavior in the political arena and its effect on malleable minds.
Arun Anant, CEO, The Hindu Group of Publications said, “Today’s youth are tomorrow’s leaders and the critical question is, ‘what is the stage we’ve set for them?’ The Hindu urges the country to behave, since the youth are watching.”
Siddharth Varadarajan, Editor, The Hindu said, “There are lots of powerful people doing lots of bad things in India today. The decline in political culture that this ad mocks is one important aspect. In subsequent ads, we intend to call out the other forms of bad behaviour we see around us — intolerance, exploitation, discrimination – that have become so pervasive in our society.”
Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather South Asia added, “In a country that is so young and needs powerful role models, we need to caution the role models that their actions can spark off behavior which can be damaging. I’m reminded of the age-old saying, “Don’t hit in front of the children, otherwise children will think it’s a norm.”
Simi Sabhaney, President- South, Ogilvy & Mather Advertising said, “I’m delighted that The Hindu has taken up this cause to alert the adults and to caution the youth. Every generation needs leaders of stature to set standards and emulate. It’s time for today’s political leadership to acknowledge this and behave responsibly.”
Credits – Creative Directors: Piyush Pandey – Creative Director O&M South India, Rajiv Rao – National Creative Director O&M India, Joono Simon – Executive Creative Director, O&M Bangalore. Creative Team: Arkadyuti Basu, Pradeep Ravindran, Sanjana Mathur. Account Management Head: Simmi Sabhaney, President- South, O& M Advertising. Account Management team: Vijaya Sriram, Karthik Hariharan, Aruna Narsi. Production House: Corcoise Films. Director: Prasoon Pandey.