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Rediffusion Y&R’s ‘Make in India’ campaign highlights the idea of ‘Magnetic Maharashtra’

16-February-2016
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Rediffusion Y&R’s ‘Make in India’ campaign highlights the idea of ‘Magnetic Maharashtra’

The ‘Make in India Week’ which is being held in Mumbai will be showcasing India's potential in the manufacturing sector and offering unparalleled opportunities to connect and collaborate with Industry stakeholders, investors and think tanks.

The campaign for this mega event has been conceived by Rediffusion Y&R. For the ‘Make in India Week’ campaign, Rediffusion created a unique symbol – The Laman Diya, a representative of auspicious beginnings, peace, prosperity and growth.

In order to build the ‘Magnetic Maharashtra’ brand and promote Maharashtra as the leading investment destination for potential investors globally, Rediffusion Y&R conceived and created a unique campaign putting forward a 360 degree support; right from TVCs, print campaigns, AVs and outdoor.

Maharashtra has always been the front-runner when it comes to industrial development. It pulls the world to itself because of its capabilities be it power, land, people or connectivity. It is indeed a magnet. The brand film for Magnetic Maharashtra features Sachin Tendulkar, Madhuri Dixit and Shankar Mahadevan highlighting these aspects that Maharashtra offers to its investors and concludes with the line “Unnati ka Savera, Magnetic Maharashtra yeh Mera”.

The Press and Outdoors design for Magnetic Maharashtra have been conceptualized keeping in mind a very popular art form “The Warli Art” - a uniquely Maharashtra concept. This thought has been extended to the TVCs also.

Having worked on this campaign, Pramod Sharma ECD West, Rediffusion Y & R said, “I have been born and brought up in this great land called Maharashtra. And working on something as big and diverse as Maharashtra was a privilege. Deadlines were mad. Work had to be created and presented in almost impossible time. What kept us going was the pride to work on Magnetic Maharashtra. My complete team is to be given the credit for pulling off this outstanding campaign. I hope this campaign does wonders for our state and ropes in enormous investment and business opportunities.”

Darshan Choudhari Creative Head, Rediffusion Y&R added, “This is by far the most gratifying experience for me. My very first project after joining Rediffusion, couldn’t have asked for anything better. We looked at working on the brief very intensely, whether the ‘Diya’ or the ‘Warli Art’ creation, the idea was to stay true to ‘Make in India’ and ‘Magnetic Maharashtra’. The hard work gone in this project in the past month has paid off. Everyone loves the work that has come out. I am proud to be associated with the event.”

Dhunji Wadia, Group President, Rediffusion Y&R added, “I thank the Government, CII and MIDC for giving Rediffusion-Y&R this opportunity to showcase Maharashtra as the ideal destination for investment before a global audience.”

Uttio Majumdar, Head of Operations, Rediffusion Y & R Mumbai said, “Very rarely does the work presented at the pitch stage see the light of day in its original avatar - this campaign is one of those few exceptions. The challenge for team Rediffusion was to weave a common theme through the multiple communication requirements for this project and the impact that the films, print, outdoor and other pieces of communication have created is the best recognition of the effectiveness of the work we have done.”

Credits:

Agency: Rediffusion-Y&R

President: Dhunji S. Wadia

CCO: Rahul Jauhari

Creative Heads: Darshan Choudhari & Tony Pereira

ECD (West) –Pramod Sharma

Head of Operations, Mumbai: Uttio Majumdar

Brand Partner: Priyaratna Suryawanshi

Production House (Celebrity film): Elements
Director (Celebrity film): Vivek Daschaudhary

Production House (Warli animation): Chris Chros films

Watch videos here:

Celebrity TVC: 

Diya TVC:

Warli film:

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