Harish Arora,
Executive Creative Director, Citizen Dentsu
WILL THE 9 MONTH-LONG CAMPAIGN, DIVIDED INTO 3 PHASES WORK?
What was the thought process behind the ‘Delhi ke beti’ advertising campaign?
It was about 8-9 months back that a brief came from the Delhi Government. They wanted to do a civility campaign. We had so many filters, and so many levels of presentations happened. So there arose a question as to who should, how should and to whom should we send our message. There were a lot of options as we thought about filmstars (endorsees) conveying the message, probably Delhi stars like Sushmita Sen or Sehwag or Sheila Dixit. But eventually, this idea also didn’t convince us much. Then we thought about creating a mascot for Delhi. Frankly, initially we had created a boy called ‘Ladoo Dilli Wala’ as the mascot. The character was actually very cute and we decided to let the mascot tell the entire state the civility message. But when we presented this idea to the concerned authorities they requested a female ad-character.
What all media channels are you using as of now?
We have already got the green signal to take this campaign forward from outdoor to TV and Radio. As a medium, multiplexes are definitely on our minds, along with tie-ups with local channels. We even want to market it the ZooZoos way, with the mascot prints on T-shirts, cups et al.
So how are you planning to take this campaign forward?
It’s a nine month-long campaign divided in three phases. The first phase is the one with the “Delhi ko jaano khud ko pehachano” message, which is going on at the moment. The second phase will bring forward the efforts of the government, and lastly, the campaign will talk about welcoming the guests into India.
How has been the response to the campaign so far? And what about sponsorships?
The response has been very good. I can’t take names of the corporate houses right away, but yes, there are some big corporate names that we are in touch with and they want to support and take this ‘Dilli ki Beti’ campaign forward. They want to offer help in terms of sponsorships. Everything will be done according to the DKB campaign, and to acknowledge the sponsors, a line mentioning their respective names will also go.
Executive Creative Director, Citizen Dentsu
WILL THE 9 MONTH-LONG CAMPAIGN, DIVIDED INTO 3 PHASES WORK?
What was the thought process behind the ‘Delhi ke beti’ advertising campaign?
It was about 8-9 months back that a brief came from the Delhi Government. They wanted to do a civility campaign. We had so many filters, and so many levels of presentations happened. So there arose a question as to who should, how should and to whom should we send our message. There were a lot of options as we thought about filmstars (endorsees) conveying the message, probably Delhi stars like Sushmita Sen or Sehwag or Sheila Dixit. But eventually, this idea also didn’t convince us much. Then we thought about creating a mascot for Delhi. Frankly, initially we had created a boy called ‘Ladoo Dilli Wala’ as the mascot. The character was actually very cute and we decided to let the mascot tell the entire state the civility message. But when we presented this idea to the concerned authorities they requested a female ad-character.
What all media channels are you using as of now?
We have already got the green signal to take this campaign forward from outdoor to TV and Radio. As a medium, multiplexes are definitely on our minds, along with tie-ups with local channels. We even want to market it the ZooZoos way, with the mascot prints on T-shirts, cups et al.
So how are you planning to take this campaign forward?
It’s a nine month-long campaign divided in three phases. The first phase is the one with the “Delhi ko jaano khud ko pehachano” message, which is going on at the moment. The second phase will bring forward the efforts of the government, and lastly, the campaign will talk about welcoming the guests into India.
How has been the response to the campaign so far? And what about sponsorships?
The response has been very good. I can’t take names of the corporate houses right away, but yes, there are some big corporate names that we are in touch with and they want to support and take this ‘Dilli ki Beti’ campaign forward. They want to offer help in terms of sponsorships. Everything will be done according to the DKB campaign, and to acknowledge the sponsors, a line mentioning their respective names will also go.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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