The Door Step School wanted to inspire kids to believe in the power of school so they created the world’s first ‘Streets Named After Street Kids’.

The teachers at Door Step School selected kids that were excelling at school against the odds. And Door Step School celebrated them by naming the slum streets they lived on, after them! Imagine having a road named after you when you’re only 12 years old. The entire slum community witnessed the road-naming ceremonies inaugurated by a local TV star, politician and a govt. Welfare board official.

India has tens of thousands of slum by-lanes. And none of them have names. Imagine the number of children we could inspire.

The idea was to name the streets in the slums after the kids who were toppers in school. And publicly celebrate these ‘achiever’ children. Entire slum communities were invited to the event, which was held over two days. A famous tv star, a local politician and a bureaucrat found the time to ‘inaugurate’ the new roads, speak to the kids and their parents, and thus motivate the kids to stay in school and build a future for themselves.

Credits
Advertiser: Door Step School
Advertising Agency: FCB Interface, India
Title: World’s 1st Streets Named After Street Kids
Media: Ambient
Category: Education
Geo: India

Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “To connect with people, it’s important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. OREO’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to ‘Empower People to Snack Right’.”

Since the launch, OREO has always created fun-filled moments for consumers and their loved ones. The campaign brings alive Oreo’s global brand proposition titled Stay Playful that aims to spark playful connections with your family & friends. Taking a consumer-centric approach to the next level, this latest campaign aims to bring alive a simple message of disconnecting from the reel world and spending some quality time with your family. The brand intends to create new and fun ways to engage with OREO lovers by widening its appeal to achieve the larger purpose of the company with a touch of playfulness.

The new TVC, conceptualized by FCB Interface, showcases a daughter asking her father to join her during her playtime while he is busy checking his emails. Trying to catch his attention, she notoriously drops in a physical email with an Oreo cookie attached inside. This provokes the father to disconnect from his laptop and enjoy the offline playful moments with his beloved daughter.

Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface, said, “The innocence of the little girl sending an Oreo by email lent itself to an adorable story.”

Adding, Joemon Thaliath, Chief Executive Officer – FCB Interface quips, “Over the years, Oreo has showcased several beautiful dad-daughter relationships. This one is the most heartfelt of them all and continues to build on the brand’s core of ‘Stay Playful’.
Today, OREO’s tagline ‘twist, lick, dunk’ has become a ritual and has been at the heart of numerous warm family moments and this campaign will further up the brand love. Apart from this heart-warming TVC, this campaign will be supported by extensive Digital, Outdoor and on-ground activation.

Agency Credits
Agency: FCB Interface Communications
Creative Team: Rakesh Menon, Ashutosh Joshi, Sricharan C, Ketan Kadam, Adil Bamanbehram
Account Management: Ruchita Purohit, Arun Kumaresan, Bushra Faruqi, Krita Gudhka, Ajinkya Joshi
Planning: Gulshan Singh, Sneha Raina
Director (of the TVC): Prakash Verma
Executive Producer: Manjeet Bawa
Production House: Niravan Films
Post Production Studio: Nirvana Films

Tags:
OREO, Digital Campaign, TV, FCB Interface, OREO Disconnect to Connect

This is how it works. Special decibel meters were connected to traffic signals across the island city. When the decibel exceeded a dangerous 85dB, the signal timer would reset itself… forcing the people to wait longer at the signal! Thus ‘punishing’ them for their impatience with the message, honk more, wait more!

“Honking is bad habit and an act of traffic indiscipline. Unfortunately, many Mumbaikars indulge in reckless honking. Honking causes noise pollution, hurts the eardrums, increases heart rate, creates traffic confusion and causes stress. Unnecessary honking is a menace which everyone recognizes but does little to curb. This small experiment is one of many attempts by Mumbai Police to create better road discipline in Mumbai. Hopefully, it will encourage Mumbaikars to honk less, and create a noise-free and stress-free commute,” said Mr. Madhukar Pandey, Jt. Commissioner of Police (Traffic), Mumbai Police.

As a part of the campaign, the first leg of activation was tested in Mumbai at important junctions that are most prone to heavy traffic such as CSMT, Marine Drive, Peddar Road, Hindmata and Bandra. And the film gives one glimpses of the confused honking Mumbaikars who honked, waited, honked and learnt it the hard way, that honking is not the way out.

Shedding light on the creative idea, Robby Mathew, Chief Creative Officer, FCB Interface, said, “Sometimes, the stick works better than the carrot. And a signal that gave us a gentle rap on the knuckles for honking unnecessarily, seemed like a good idea to me.”

Adding, Rohit Ohri, Group Chairman and CEO FCB Group, said, “We have been partnering Mumbai Police for many years now. Noise pollution is a big problem in our cities. This new initiative is a fantastic creative solution for bringing about awareness and a behavior change amongst the drivers in Mumbai.”

Credits
Advertiser: Mumbai Traffic Police
Campaign: The Punishing Signal
Advertising Agency: FCB Interface, India

Tags:
Mumbai Police, Mumbai Traffic Police, The Punishing Signal, Honk Responsibly, Traffic Signals, Experiential Campaign, India Public Interest, NGO, FCB, Outdoor, OOH, FCB Interface, India, Honking