Moving campaign by Digital L&K Saatchi & Saatchi draws attention to flaws in civic amenities

MUMBAI: A new digital campaign. The Boy Who Will Not Stand for The National Anthem, has been conceptualized by digital L&K Saatchi & Saatchi in association with Mumbai based NGO Free A Billion to highlight apathy towards basic civil rights.

The campaign comprises a short video about 16-year old Prakash who lost his life last year because of a pothole. The video has managed to attract eyeballs on merit of its unique title message.

“Free A Billion approached us with a clearly defined problem of basic civil rights. We all face these issues in our day-to-day lives but more often than not fail to pay heed. We wanted this to become a peoples’ movement and therefore it was imperative to tell a true story. The campaign is not just meant for shares and hits but to give every Mumbaikar a reality check, one that would appeal to his conscience and drive him to take action”, said Digital L&K | Saatchi & Saatchi associate director planning and strategy Aarti Samant.

The aim of the NGO is to mobilise the Municipal Corporation, the State Government and the Central Government into taking action to halt the rapid decay of the city and turn India’s commercial capital into the city it should be.  

The film ends by urging citizens to unite and vote and therefore take the first step towards bringing positive change to Mumbai and its infrastructure. For this purpose, the two organisations got in touch with Mr and Mrs Bilhore, the parents of Prakash via a simple, but hard hitting video.

Digital L&K | Saatchi & Saatchi associate creative director Anoorupa Bose said, “This Independence Day, when people stand up for the national anthem, we wanted them to remember victims like Prakash who would not be standing with us. To realise that it’s not just government inefficiency, but our indifference that contributes to our broken system.”

“We were very clear that we needed to be sensitive, not sensational. With communication like this, it’s easy to make it unnecessarily dramatic and emotional. We didn’t need to. The theme and the story of Prakash was emotional enough. We were glad his parents actually held themselves together on this emotional shoot without breaking down like they did the previous day. In the end, we do hope we’ve helped in some small way to move people into action,” added DigitalL&K | Saatchi & Saatchi national creative director Charles Victor.


Latest Reads
Humour is important for Center Fresh brand recall

MUMBAI: The Dutch confectionery and gum manufacturer, Perfetti Van Melle had stepped into the Indian market 25 years back with a unique liquid-filled gum, Center Fresh, which eventually became the category leader in its segment.   One of the largest selling gum brands in India, Center Fresh not...

MAM Marketing Brands
GRADO from The House of GBTL and OCM unites with Sunrisers Hyderabad

GRADO from the House of GBTL and OCM has joined forces with Sunrisers Hyderabad (SRH) as its principal sponsor and cotton blazer partner for IPL 2019. The format of the association will be of GRADO being SRH’s principal sponsor with logo presence on its jersey, on perimeter board, visible branding...

MAM Marketing Brands
1Crowd invests Rs 2.5 cr in media tech brand Voiro

Bangalore-based startup Voiro, a unique revenue management suite for ad-led digital publishers, has attracted Rs 2.5 crore in a pre-series A-round of funding led by early stage investment fund 1Crowd and its investor community.

MAM Marketing Brands
93.5 RED FM is principal sponsor of SunRisers Hyderabad for IPL 2019

93.5 RED FM has announced its association as the principal sponsor of SunRisers Hyderabad for the 12th edition of VIVO Indian Premier League (IPL 2019).

MAM Media and Advertising Ad Campaigns
Aamir Khan announced as PhonePe brand ambassador

PhonePe, India’s fastest growing payments platform, today announced Bollywood superstar Aamir Khan as the face of its brand.

MAM Media and Advertising People
Want to promote cycling as a lifestyle choice first: Giant Bicycles' Aditya Bafna

Started in 1972 in Taiwan, Giant Bicycles is one of the world’s largest producers of high-quality and performance bicycles. Known globally for bringing together high-quality craftsmanship, technology, and innovative designs under one roof, it recently made its debut in India, opening its flagship...

MAM Marketing Brands
Fanmojo announces association with Prithvi Shaw

Keeping an eye on the rising popularity of fantasy sports in India, Fanmojo, a part of U2opia Global, announced its association with the young prodigy of Indian cricket-Prithvi Shaw.

MAM Media and Advertising People
INOX becomes the official partner of Rajasthan Royals

India’s fastest growing multiplex operators INOX Leisure Ltd announced that they have become the official partners with Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire.

MAM Marketing Brands
Holi goes digital with Helo

Sending Holi greetings, Helo, India's leading regional social media platform, just launched ‘Holi by Helo’ its latest festive campaign.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories