Grey unveils new TVC around Swachh Bharat initiative

05 Mar,2015

By A Correspondent


GREY group India has rolled out a new film for the Swachh Bharat Mission. The 60 second film is launched for the Ministry of Information & Broadcasting who are leaving no stone unturned to support Prime Minister Narendra Modi’s dream of a litter and garbage-free India.


Although the idea of keeping surroundings clean has always been alive, there is a need to evoke the feeling of accountability within every citizen to bring the thought of cleanliness into action. Hence, it is required to fight this battle for cleanliness on many fronts. While the first TV spot, also conceptualized by GREY group India, used the idea of ‘slow clapping’ to shame the offenders for not keeping their areas clean, the central idea of the latest film is to get people take ‘ownership’ of public places.


There are number of places in our country named after famous people, and the film plays on this observation. Throughout the reel we have namesakes of these famous people claiming a stake on their surroundings, as they pledge to keep it clean.


Malvika Mehra

GREY group’s National Creative Director and EVP, Malvika Mehra said, “If each of us take the responsibility of keeping even just ‘our area’ or ‘apna ilaka’ clean, the dream of a Swachh Bharat can come true, sooner than we imagine. Through this film we have tried to inculcate a ‘pride of ownership’ amongst the citizens of India, so famous landmarks like ‘Chandni Chowk’ automatically become ‘Chandni KA Chowk’, ‘Azad KA Maidan’, ‘Marina KA beach’ and so on and so forth. With the message and hope that ‘if you own it, you will look after it.”


The landmarks shown in the film are from the four cities in India –Mumbai, Delhi, Kolkata and Chennai.


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