Grey Group India shames a nation in new spot in support of the Swachh Bharat Mission
In early October the Prime Minister of India, Mr. Narendra Modi, launched the Swachh Bharat Mission, to motivate the citizens of India to keep the country clean of garbage and dirt. The mission has taken the country by storm and every Indian seems to be bitten by the ‘Swachh Bharat’ bug. In order to support the exercise and continue the momentum, Grey Group India, who were recently awarded the creative duties of this mission, has produced a new television commercial as part of a larger campaign for the Swachh Bharat Mission.
There are many offenders who have no qualms about throwing garbage on the street, littering on the streets, urinating in public etc., ie. not contributing towards the social responsibility of keeping the nation clean. The central idea of the campaign is to “Shame” those offenders who do so. It¹s time to start embarrassing them for their actions and make them feel what they are doing is wrong. Grey¹s campaign aims at shaming those offenders, as the protagonist in the TV campaign is cheered or rather jeered by the people who have observed the protagonist’s littering act.
On the Swachh Bharat campaign, Samir Datar, VP & Branch Head, Grey Delhi said, “We are delighted to be part of Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling idea and can become a very effective behaviour change tool, once it gets traction in social media and ground activation”
Grey Group is now working on the second phase to add momentum to this communication.
Grey Group India’s National Creative Director and EVP, Malvika Mehra said, “There is a saying in hindi ‘jab ghee seedhi ungli say na niklay, tab ungli tedhi karni padti hai’ (this suggests that one can be polite to only a certain extent, but if there are zero results, after a while, stern measures must be taken).. Despite countless ‘Keep India Clean’ efforts/messages by the government, we still see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder by literally ‘humiliating’ the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed.”
Credits – Creatives: Malvika Mehra, Dushyant Chopra, Arpan Bhattacharya, Saumya Aggarwal. Servicing: Samir Dattar, Sanghamitra Chakraborty, Titash Dutta. Planning: Dheeraj Sinha, Ajay Ravindran. Films: Samir Chadha, Sharad Shinde. Voice Over: Anupam Kher. Production House: Razorblade Films. Producer: Christopher Wagner. Director: Rahil Patel. DOP: Milind Shirke. Music: Niriksha Ajay Kakade.