Indian Railways campaign - IIMC Final Project
Campaign Brief:
Bring awareness towards the escalating problem of ‘Vandalism and stealing of railway property’ inside trains of Indian Railways.
Route:
To instill in people the sentiment of ‘Indian Railways as the Pride of the Nation’.
This aims to shatter the internal notion about the public property as ‘government property’. And to deliver the feeling and realization that ‘Public Property is Your Property’.
Campaign hashtag: YATRIGAN KRIYPYA DHYAN DEIN
Articluation: Safar khatam hote hain, saajhedaari nahi
Launching TVC 1:
The monologue based TVC touches the audience emotionally to remind them of their existing relationship with Indian Railways and to give a short brief of the issue addressed in the campaign.
Launching Social media Short Autobiographical Film:
Title: KAHAN GAYI VO NOOR
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An autobiography of a stolen bedsheet will be released through the official twitter handle of the Ministry Of Railways. Since TVC #1 focuses on the relationship between passengers and railways from the passengers’ point of view, this release will focus on the railways’ point of view to emotionally convey the loss.
Launching TVC #2
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Again adopting transitions of simple visual clearly depicting the problem of both- doing the damage and witnessing it, TVC #2 has been created. It is meant to urge people to be better citizens and passengers.