One of the most talked about campaigns in India in the recent times has been the Swachh Bharat Abhiyaan. A pet project of Indian Prime Minister Narendra Modi, the campaign has started making the right noises with people of India across the state lapping up the concept. When the campaign has started hitting the crescendo, a new ad film conceptualised by Grey WorldWide has been launched. The film which will be aired in ten Indian languages takes a dig at different type of offenders who make the surroundings dirty by ‘cheering’ them for their act and by making them ashamed of what they have done.
The new ad campaign for Swachh Bharat Abhiyaan shows four offenders from different walks of life who litter in public and make the surroundings dirty. Each time a a person is shown littering, the people around are seen cheering them and a voice over talks about how they are bringing discrace to the people. At the end of the advertisement, the voice over says, “Yeh desh, jo aaphi ka ghar hai. Use kyu ganda karo. Thodi sharam karo, soch swach karo” (This country that is yours, why do you insist on making it dirty? Think clean.)
Talking about using sarcasm in the film, Malvika Mehra, national creative director and EVP of Grey WorldWide was quoted as saying, “The sarcasm in the film is an attempt to drive home the point harder by now literally ‘humiliating’ the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed.”
The agency by bringing in the idea of shaming people who litter is looking forward to this campaign becoming a game changer in the coming days and becoming a very effective behaviour changing tool.
New ad film of Swachh Bharat Abhiyaan
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=T1s58gJZzT8[/youtube]