O&M unveils campaign highlighting terror threat during festival season

04 Sep,2014

By A Correspondent


Like any big festival, the terror threat lurks close and heavy during Ganesh Chaturthi. The city needs every citizen to be alert. The Mumbai Police along with Ogilvy & Mather and ICICI Bank have come together to alert citizens of the threat.


A film has been launched as a result of an on-the-spot competition was launched. The film had suspicious objects that could be used for terror threats, placed cleverly in the film. The viewers had to spot these objects, count the number and sms their answer. The incentive for correct answer was a gold coin. In this era of gaming, we designed an engaging game that the entire city could play.


Harshad Rajadhyaksha, Executive Creative Director, 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, Executive Creative Director, Ogilvy & Mather Mumbai shared, “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 of Mumbai.


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