Direct Response- Film Advertising
Client Mumbai Police
Brand Mumbai Police
Agency Ogilvy
Brief To train citizens of Mumbai to stay alert and look out for suspicious objects of terror, during the biggest festival of the city – Ganesh Chaturthi.
The target audience includes all the millions of citizens who come to celebrate this festival.
Cultural Context
Ganesh Chaturthi is the biggest festival of Mumbai. The entire city is on the streets to take part in the celebrations. A perfect time for a terror attack to strike.
After this communication, the Mumbai Police control room registered a 200 percent increase in calls.
Every year the Mumbai Police appeals to the citizens to be alert during Ganesh Chaturthi Celebrations. To look out for unattended objects like backpacks, pressure cooker, motorbikes etc; used to conceal explosives. Pamphlets and posters are not enough.
So, this year they made it more interesting with an interactive game. The incentive was winning gold coins.