FCB Ulka's OOH campaigns for Mumbai Police is an ode to the city and its police force

Dhruv Jha, General Manager, IPG Mediabrands, shares about FCB Ulka’s long association with the Mumbai Police department, doing their OOH campaigns and bolstering their image

e4m by Noel Dsouza
Updated: Jan 15, 2020 9:40 AM

For over two and a half decades, the mandate of the Mumbai Police department’s OOH creative duties rests with FCB Ulka. Year after year, the agency has been coming up with creative campaigns to bolster the department’s image. The agency has had high standards to uphold, considering the Mumbai Police department already has a very talented Twitter team under its wing. But FCB Ulka’s campaigns for the Mumbai Police in the OOH space speak for themselves.

Dhruv Jha, FCB Ulka shares with e4m the creative briefs of the campaigns, the various touchpoints the agency decided to cover in the city and how these OOH campaigns have helped in building a positive image of the department.

Jha shared that the agency was briefed by the joint commissioner of police traffic who is a senior police officer. “Depending on the need, the agency focuses on different traffic-related issues like drunken driving, using mobile phones while driving, not wearing seat belts or helmets, flouting zebra crossing rules, breaking signals, double parking and more of this kind. And then there are times when the department runs a campaign on a particular issue and around festivals, for example, Ganesh Pooja”, stated Jha.

Speaking about how the team comes up with quirky lines, Jha commented, “Several creative teams work on the brief and create different routes. These are internally shortlisted by a senior management team first and then presented to the police head.”

The agency works closely with the police team members, with inputs from the Mumbai Police department, to create OOH campaigns that deliver the right message.
About the impact of the hoardings in building the right image for the department, Jha says: “These hoardings especially the one at Babulnath, are iconic. They have a tremendous impact on the people at large and are much talked-about. They have certainly helped in enhancing the caring image of the Mumbai Police”

He added that the messages are also displayed across the numerous electronic LED boards of the traffic police across Mumbai. “A few key locations and the messaging is replicated across over 100 electronic boards in the city”, shared Jha about the touchpoints the hoardings are put up in Mumbai.

When it comes to representing the Mumbai Police, FCB Ulka already has high standards to uphold. The department’s quirky social media team has been doing a tremendous job with its creatives. To be at par with the talented team, the agency has adopted interesting creative routes.

Imitation, they say, is a form of flattery. Seeing some of the brilliant creatives crafted by the team for the department’s OOH campaigns, other police departments have approached the agency.
Interestingly, some of FBC Ulka’s works have also been copied by other police departments. “It has been replicated in Pune and in some instances in Bangalore”, said Jha.

“Some of the most memorable lines we have written for the department have come alive as complete communication pieces with the visual,” he said.
For FCB Ulka, the chance to contribute to the city and its renowned police force through its OOH campaigns is in itself an honour. “We have been doing this for over two and a half decades, totally pro bono,” concluded Jha.

Here are some of the OOH creatives for Mumbai Police by FCB Ulka:

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