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Ad Review: Mumbai races to the goal with Standard Chartered

17-January-2011
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Ad Review: Mumbai races to the goal with Standard Chartered

The Standard Chartered Mumbai Marathon 2011 saw Mumbai turn up in huge numbers to run for a cause. The campaign leading to the Marathon has been quite interesting. exchange4media takes a look…

Client: Standard Chartered
Brand: Standard Chartered Mumbai Marathon
Agency: TBWA
Medium: TVC, OOH, Print, Radio

The Brief:
A teaser campaign was launched in the run-up to the Mumbai Marathon. The campaign featured a gargantuan whistle across tactical outdoor locations with a child’s voice saying: “On your marks. Get set”.

Excitement at the ground level was built up through ‘jar installations’, wherein large acrylic jars filled with whistles were placed at high traffic locations across the city. People were encouraged to pick one of the whistles, blow it and cheer the cause closest to one’s heart.

Debal Dutt, Head - Internal Communication, Brand & Sponsorships, Standard Chartered Bank, India, said, “The Standard Chartered Mumbai Marathon 2011 campaign captures two important pillars on which this event rests – that of fitness and health, and charity. The headline captures the health and fitness angle, while the charity angle is captured through the copy that talks about the five causes that Standard Chartered Bank is closely associated with. The use of evocative images on the five causes help create and emotional connect with the people of Mumbai.”

According to the TBWA officials, the Standard Chartered Mumbai Marathon had evolved since its inception in 2004. It is no longer just about running a race to see who comes first. It’s about running for a cause, running for the greater good. “Our campaign this year does just that. We’ve focussed on the various causes that impact Mumbai and its people – namely, illiteracy, blindness, AIDS, child labour and the depleting environment. The campaign visually depicts the people affected by these causes coaxing Mumbai to run for them through a simple medium, ‘the whistle’. This whistle, alongside the war cry, ‘On your marks, get set, run for your cause’, clearly demonstrates how participating in the marathon can rid Mumbai of these social evils. This message can be seen and heard in various mediums all over the city like print, outdoor, radio and television,” the officials added.

The Execution:
The TVC has been directed by Vinod P and produced by Red Ice Films.

The Final Product:
The TVC begins with a child’s voice saying: ‘On your marks, get set’ and there were sounds of whistles being blown. The campaign focusses on ‘Run for a reason’, the reasons being fight against deforestation, illiteracy, child labour, blindness. At the end, the tagline: ‘Run for a cause’ appears on the television screen.

Xpert Comments:
Rahul Jauhari, National Creative Director, Pickle Lintas, while commenting on the campaign, said, “The Standard Chartered Mumbai Marathon raises money for various chartable causes. To that purpose, the idea is pretty simple and clear. Showing the people who’s lives will be impacted by the marathon. On a purely craft point, I felt that last year’s TVC for the same was a few notches higher. This one lacked the goose-bumps.”

Our Take:
The campaign touches our heart by focusing on the sensitive issues that our society is facing. It seeks to urge the people to run for a cause, which makes it very appealing not only for the Mumbaikars, but people all over the country, as it focuses on health, accompanied by a cause.

Credits:
Creative: Rahul Sengupta, Rahul Ghosh, Siddharth Deo, Kimberley Flanagan, Deepthy MS
Account Management: Sharmista Nagarkatti, Priyank Pant, Clyde D’Souza
Films: Hriday Dowerah, Shyamprasad
Director: Vinod P
Production House: Red Ice Films
 

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