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Mumbai Police asks Mumbaikars to give a minute to the city on New Year eve

Mumbai Police asks Mumbaikars to give a minute to the city on New Year eve

Author | Abhinna Shreshtha | Wednesday, Jan 01,2014 9:55 AM

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Mumbai Police asks Mumbaikars to give a minute to the city on New Year eve

Mumbai Police’s latest radio spots have won new respect for the men in khaki.

Conceptualised by Ogilvy India and supported by ICICI Bank, the 45-second long ‘Mumbai Ke Liye Ek Minute’ radio spots urged revelers to spare a minute and be alert about their surroundings. With the recent spate of crimes against women and the general wariness that marks any major celebration in Mumbai, the radio ads were the police’s way of ensuring that the citizens of Mumbai also take part in creating a safer welcome to the New Year.

One of the spots had a young girl bemoaning how she can only wish her father Happy New Year on the second of January since he is an inspector and is on duty on December 31 and January 1, before asking the listener to carry out just ‘one minute of duty’ by looking around for suspicious activities and reporting them to the police.

Click here to listen to the jingle 1: audio

Another variant of the ad had a young boy who also speaks about missing his mother’s food on New Year’s day since she is on duty for the two days, before giving the ‘Mumbai Ke Liye Ek Minute’ message.

Click here to listen to the jingle 1: audio

‘Mumbai Ke Liye Ek Minute’ is an ongoing campaign by Ogilvy and the Mumbai Police to help combat terrorism and other activities. The campaign, being financed by ICICI Bank, was launched in September 2013 with three ad films and will run for two years. Ogilvy has also worked with the Mumbai Police earlier on integrated radio, outdoor and TV campaigns to create awareness about women’s safety.
 

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