Avishek Ganguly
Advertisements are not only about promotion of products and services; they are also about creating that motivation and inspiring the public about change. In almost all countries, ads have been and are made on different social and national interests to motivate the public and create that sense of awareness and enthusiasm. In fact, these promos and advertisements can be one of the best forms of communication through which a social message can be delivered to the public in a unique, creative, yet casual and jovial way.
In India too, lots of such national interest promos and ads have been made on various issues. They have been conceived, directed and produced by renowned ad gurus, directors and esteemed media houses. I have always been a keen observer of these ads and later as a student of advertising, when we I used to analyze these, they became more interesting. Out of the many promos, here are some of the ads, which were very successful and helped create that ‘feel good factor’. Apart from the motivational aspect, please look into the fine points of the ads and you will find how well they have been ideated and made. Click on the links to watch them.
Mile Sur Mera Tumhara- One of the iconic promos ever made to portray the unity in diversity of India, this great video was conceived by advertising greats Piyush Pandey and Suresh Mullick. It was produced by Lok Seva Sanchar Parishad and promoted by Doordarshan and the Indian Ministry of Information. It was first aired on Doordarshan on 15th August 1988, after the Prime Minister’s Independence Day Speech. Since then its popularity has never ceased. http://www.youtube.com/watch?v=gstRrEmTcBc
Hamara Bajaj Commercial: You may ask what’s so motivational about this ad or what does it have to impart any social message. Agreed, it is about the Bajaj scooter which was then launched, but the sheer fact that the promo portrayed the changing attitude of India made it so nationalistic in nature. Made by renowned agency Lowe, its catch line “buland Bharat ki buland Tasveer” created ripples among the public and yes it did increase the sale. http://www.youtube.com/watch?v=xEV8MWd1p3M&feature=related
School chale Hum: This highly enjoyable yet motivational campaign was made for the ‘Sarva Siksha Abhiyan’, by the Indian government. It was mainly aired on Doordarshan, and later in some private channels too. Directed by Kanika and Bharatbala, this promo had a pleasing music, which was sung by Kunal Ganjawala and composed by popular trio Shankar, Eshaan and Loy. http://www.youtube.com/watch?v=lpc-jGZkbAk&feature=related
Doodh Campaign: Most of us perhaps still remember the popular ‘piyo glassful doodh’ song. Yes, this was a jovial promotional which was a part of the ‘Operation Flood’ promoted by Mother Dairy. It was mainly done to encourage drinking of milk and its advantages among the Indian public. The lyric too was pretty catchy and became very popular. http://www.youtube.com/watch?v=ZjFH6yZ8LIA&feature=related
Lead India Campaign: Made by advertising giant, JWT, this highly inspiring promo was a concept of the ‘Lead India’ campaign of the Times of India. It bagged a number of awards and depicted the determination of the common public against the corrupted and inefficient administration. To some, this ad was a portrayal of the strength of the media and how it can play a pivotal role in making our country a better place. http://www.youtube.com/watch?v=A0M0EZ8T5J8&feature=related
Anti smoking Campaign: One of the funniest national interest ads made, this was promoted by the Indian cancer association. Made by agency BBDO, it was a blatant satire against the popular belief that smoking is a sign of smartness. http://www.youtube.com/watch?v=p69Q8lTkZTc&feature=related
Anti Eve teasing promotional: One of the promos among the series of national interest campaigns made by Aaj Tak, this ad is an amusing take about how eve teasers should be tackled. This 30 second spot had a very funny plot construction, which makes you laugh but at the same time instill that courage to stand against the menace of eve teasers. http://www.youtube.com/watch?v=Kk6Bi23Q7-E&feature=related
Indian Railways promo: This recent ad was made by the Indian Railways for the Commonwealth Games. This illustrates the role our railway system plays in connecting the whole of India and bridging the gap between different communities in the country. Very well made, it plays the famous “railgaadi” number sung by Ashok Kumar.
Thus, this is how these ads and many others have done their bit in making Indian society a better place to live in.
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