MUMBAI: Ogilvy has conceptualised a campaign for Mumbai Police. The campaign marks the launch of ‘Mumbai Ke Liye 1 Minute’ drive by the police.

The main aim of the campaign is to urge Mumbaikars to support Mumbai Police in tackling terrorism.  Launching the campaign, Maharashtra home minister RR Patil: “The government and police are doing their best to ensure security in the city. However, we also appeal to the citizens to be alert.”

Ogilvy Mumbai has developed a three-film campaign to start this drive. On the campaign, Ogilvy India national creative director Abhijit Avasthi, said: “How the campaign is pitched is extremely crucial when it involves Mumbai Police. We try to keep it interesting, simple and honest. It worked for us in our earlier campaign for Mumbai Police. Nobody likes to take down a set of instructions but everyone is open to receive a good message at the end of a sweet story.”

Elaborating more on it, Ogilvy Mumbai group creative director Harshad Rajadhyaksha said: “Mumbaikars are always on the run; forever racing against time. To make them pay heed, let alone act on safety measures, is a task easier said than done. Born out of that very insight was ‘Mumbai ke Liye 1 Minute’. It’s a callout to the citizens, reminding them that it doesn’t take much to make Mumbai a safer place.”

Ogilvy Mumbai group creative director Kainaz Karmakar added: “All it takes is a minute to look around. To make this point more dramatic we chose to weave stories around characters, who despite their physical challenges, manage to take a minute to look around, leaving viewers with a question in their minds – ‘If they can, why can’t I?’  A blind man, an old lady, and a pregnant woman play the part of good Samaritans.”

Many more activities are a part of this program across media. It promises to be a long-term initiative.

The films are directed by Gajraj Rao of Code Red Films. ICICI Bank has stepped forward to support this initiative.