Trust a creative agency to turn even a change of address into an occasion. O&M Mumbai has decided to bid adieu to its abode of nine years – Kamala Mills at Lower Parel – in style. O&M Mumbai has now set up its office in the Mumbai suburbs, Oberoi Commerz at Goregoan, to be precise.
The agency has even come out with a ‘moving out’ campaign comprising a TVC that has all the ‘stickiness’ of the Fevicol bus commercial, and outdoor communication. Executive Creative Directors Abhijit Avasthi and Anup Chitnis have been given the charge of creating the ‘moving out’ message.
The TVC is reminiscent of the Fevicol bus TVC where an overcrowded bus is held together by ‘Fevicol ka jod’. The O&M ‘moving out’ TVC features a group of Rajasthani people with their boots and suitcases jam-packed in a bus, commuting from one place to another, capturing the excitement and tiredness of moving out. As the film ends, a board behind the bus says ‘Ogilvy’.
As part of the outdoor communication, the team has come out with two posters titled ‘Sobing’ and ‘Ogilvy Shifting’. Both posters use humour to convey the message. While the ‘Sobing’ poster shows the Ogilvy’s team’s reaction to moving out and finding a reason to hold a ‘Sob Party’, the ‘Ogilvy Shifting’ poster explains the new route to O&M’s office.
Speaking on the thought process behind the campaign, Chitnis explained, “We just thought it would be an interesting way of sending the ‘moving out’ message to the advertising fraternity and to our clients, even though all our clients have been informed well in advance. It also created a fair amount of excitement within the organisation.”
Avasthi further said that the entire team had pitched in with ideas for the campaign. “There were tons of them – from hoardings using the award show trophies to the ‘Bus’ film. Anup’s team struck upon this spin on the Fevicol Bus commercial. I think it fits in beautifully. Personally, I feel that this commercial is iconic and in some way, it represents the feeling and emotions of Ogilvy. So, it works beautifully,” he added.
And to prolong the shelf life of the TVC, it would be sent like a viral to clients and friends, Chitnis said, adding, “It would also be put up on platforms like Youtube, and maybe even released on some channels as well. The outdoor posters have been put up mainly on the road leading to our new office.”
As to why shift to a new location, Avasthi explained, “The nine years that we have been at Lower Parel have been fantastic in terms of growth of both business and reputation. Consequently, the number of people went up hugely and we needed space more than twice of what we had at Lower Parel. At the Kamala Mills office it had reached a stage where two people would tumble out of my drawer every time I opened it! Hence, the shift. At Oberoi Commerz, Goregaon, we found a place of adequate size and a building with the best possible amenities. Besides, we had the option of doing up the interiors the way we wanted, which we were keen on.”
And what has the reaction been to the shifting? “People are both sad and excited with the shift. It’s only natural. Sad, because of the attachment with Kamala Mills. That place has given all of us great memories – both on the professional and personal fronts. Excited, because it is a new place, new environment, and suddenly all of us are sitting together, so the chance to meet newer people within the agency has increased as we were spread across different buildings in Lower Parel,” Avasthi replied.
And how has the change been for Avasthi? He quipped, “I am particularly sad at the shift because I stay at Prabhadevi and now will have to travel an hour early to work as opposed to the 10 minutes earlier.”