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Indian Railways' new ad created by Ogilvy Delhi

MUMBAI: Indian Railways has released its new television commercial, coinciding with the opening day of the CommonWealth Games 2010.


Created by Ogilvy Delhi, the advert emphasises on the fact that Indian Railway has been ?the magic of India?. 
 
The agency has tried to capture the core essence of the Indian Railways brand - that it connects and touches every one of the 1.3 billion population in more ways than one.


The advert has been worked upon by the Ogilvy team - Sanjay Thapar (Group President North and East), Ajay Gahlaut (Ogilvy Delhi executive creative director) and Ravi Adhikari ? led by Piyush Pandey (Ogilvy South Asia executive chairman & creative director) along with the Nirvana team led by Prakash Varma. 
 
Pandey said "The magnitude of the Railways brand and the way it impacts us, has been captured in such a simple yet emotionally engaging manner. Hats off to Prakash Varma and the Nirvana crew for not only pulling off a fantastic film in a near impossible deadline, but also for being able to create a brilliant film of what was on my mind." 
 
The ad showcases a long human-chain running around the city and the famous railgaadi rap sung by Ashok Kumar in backdrop.


Thapar said, ?When we were briefed on the Indian Railways project, one glaring fact that astounded us all was that the Indian Railways is possibly the biggest brand in this country ? we could not recall a bigger, historical and equally endearing brand than that of the Indian Railways.?
 

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