Writing for Radio Advertising
Client Perfetti Van Melle
Brand Center Fresh
Agency Ogilvy
Audience Adults across the country.
Radio still has the highest penetration in the Uttar Pradesh, the most populous state in India and a commercial was required that communicated the tagline “Zubaan pe Rakhe Lagaam” (Keeps your mouth shut) that the UP masses would enjoy.
It’s a very common sight in North India where people threaten each other with dire consequences but rarely even lay a finger on the other person. We captured these ‘all talk and no trousers’ guys in our radio commercial.
The style of execution is very colloquial and typical of the Uttar Pradesh region.