Every day, Indian Railways serves a staggering 24 million passengers, making it one of the busiest transportation systems in the world. However, this monumental operation comes with its own set of challenges—one of the most persistent being ticketless travel, which costs the system hundreds of millions of dollars annually. Instead of responding with stricter enforcement, Indian Railways in Mumbai has taken a more imaginative route, and it’s nothing short of brilliant.

From Penalty to Possibility: The Birth of Lucky Yatra

India is a country that thrives on hope—and perhaps nothing embodies that hope more than the nation’s love for lotteries. Indians spend over $30 billion a year on lottery tickets, eagerly chasing the dream of a life-changing win. Recognizing this cultural insight, Indian Railways teamed up with FCB India to craft a unique behavioural solution—Lucky Yatra.

The concept is ingeniously simple yet powerful. Every train ticket now doubles as a lottery ticket, giving travelers a chance to win cash prizes just by purchasing a valid fare. Instead of framing ticket-buying as a duty or obligation, Lucky Yatra transforms it into an opportunity—a potential jackpot.

Changing Behaviour Through Creative Commerce

Lucky Yatra represents a perfect example of creative advertising intersecting with social innovation. Rather than punishing those who dodge fares, the initiative rewards those who follow the rules. According to Rakesh Menon, Chief Creative Officer at FCB Interface (a part of FCB India), “By shifting the conversation from penalty to possibility, Lucky Yatra is reshaping how passengers view train tickets. No longer just a fare—it’s a chance to win big.”

This subtle yet powerful reframing taps into behavioural economics—influencing decisions not through deterrents, but through positive reinforcement. It’s a strategy that’s not just good advertising; it’s good psychology.

How It Works: Turning Tickets into Treasure

Every train ticket issued through the Mumbai division of Indian Railways now includes a unique identification number. This number enters the passenger into a daily lottery draw, where winners can take home cash rewards. The more often people buy valid tickets, the more chances they have to win.

Key Features of the Lucky Yatra Campaign:

• Automatic Entry: No extra steps—your valid ticket is your lottery entry.
• Daily Prizes: Frequent draws ensure regular engagement and excitement.
• Mass Reach: Designed to target millions of daily commuters across Mumbai.

This smart integration of a lottery system into everyday commuting doesn’t just encourage compliance; it also generates buzz and goodwill among the public.

The Campaign Rollout: OOH, Digital, and On-Ground Activation
To ensure Lucky Yatra resonated with the public, FCB India executed a multi-channel awareness campaign that covered every major touchpoint in the commuter journey. The messaging was bold, contextual, and omnipresent.

Campaign Highlights:

• Contextual Out-of-Home (OOH) placements at railway stations and platforms.
• Radio jingles and digital announcements that informed and reminded commuters.
• Visual messaging on trains themselves, making the campaign impossible to ignore.
• Live station announcements turned the daily travel routine into an anticipatory experience.

This comprehensive approach ensured that the message didn’t just reach people—it stayed with them.

A Win-Win Strategy for All

The beauty of Lucky Yatra lies in its simplicity and impact. For commuters, it’s a fun, rewarding twist to their daily travel. For Indian Railways, it’s a creative solution to a longstanding problem. And for the advertising world, it’s a textbook case of using creativity to drive tangible change.

Benefits of the Lucky Yatra Initiative:

• Reduced fare evasion without confrontation.
• Improved public sentiment towards Indian Railways.
• Increased ticket sales, boosting operational revenue.
• Positive PR and brand perception for both Indian Railways and FCB India.

This campaign also exemplifies how creative marketing campaigns can go beyond product promotion and solve real-world problems, making it a standout in the global advertising landscape.

Final Thoughts: The Power of Creativity in Public Service

In an age where marketing often feels over-commercialized, Lucky Yatra is a breath of fresh air. It proves that the best creative campaigns don’t just sell—they solve. By aligning with a cultural insight and tapping into national behavior, Indian Railways and FCB India have not only launched a successful campaign but also potentially set a blueprint for other public sector initiatives.

In the world of creative advertising, this is exactly the kind of innovation that stands out—not just for its cleverness, but for its compassion. Lucky Yatra doesn’t just sell a dream; it rewards integrity. And in doing so, it reminds us of the immense potential when marketing meets purpose.

Credits
Agency: FCB India
Brand: Indian Railways

This campaign is about:
Indian Railways, train ticket lottery, Lucky Yatra campaign, FCB India, creative advertising, fare evasion, marketing campaigns in India, behavioural change marketing, Social innovation, OOH Campaign.

Introduction:
In bustling coastal cities like Mumbai, the menace of open manholes claims a life every 12 hours, posing a grave threat to bikers and two-wheeler riders navigating waterlogged streets during heavy rainfall and high tides. The aged drainage system, dating back 150 years, exacerbates the risk of floods, especially with the challenges posed by intense summer rains and rapid urbanization. This article explores the collaborative effort between TVS, India’s third-largest two-wheeler manufacturer, and the Mumbai Municipal Corporation to address this critical issue and enhance street safety.

Challenge:
Open manholes in Mumbai have long been a perilous issue, with heavy rainfall and high tides turning waterlogged streets into death traps. The 150-year-old drainage system, coupled with rampant urbanization, contributes to severe waterlogging. Of the city’s 360,000 manholes, many are either intentionally left open by locals or have their covers stolen, compounding the problem. Corrosion further hampers efforts to secure these manholes individually.

Solution:
In a groundbreaking move, TVS and the Mumbai Municipal Corporation joined forces to create an innovative, cost-effective, and easily scalable solution – ‘The Responsible Manhole’. The result was a 3D-printed device that utilizes the principle of buoyancy. When a manhole cover is dislodged during flooding, the device is pushed up by up to 5 feet, triggering LED lights and a loud buzzer. This dual-alert system, comprising both audio and visual warnings, immediately notifies pedestrians and riders of the potential danger.

To ensure a swift response, a dedicated mobile app, synchronized with the device, relays real-time information about the geo-locations of open manholes to the municipality. This proactive approach enables authorities to take prompt action and prevent accidents.

Result:
The initial implementation of ‘The Responsible Manhole’ initiative witnessed a substantial reduction in casualties, showcasing the effectiveness of the device across Mumbai. Encouraged by this success, Bengaluru’s municipality has initiated Phase 2, planning to deploy these devices in over 200 locations. The project’s impact extends beyond city limits, as a live session at IIT Jodhpur engaged top engineering students, fostering knowledge transfer.

Recognizing its potential, discussions are underway with other municipalities such as Chennai, Kolkata, Bhubaneswar, and Guwahati. In a landmark decision in December 2022, the Mumbai High Court mandated improved surveillance of manhole covers. Furthermore, the open-source blueprint of the device is now available to civic bodies globally, offering a valuable tool for municipalities worldwide to enhance street safety.

Conclusion:
The collaborative effort between TVS and the Mumbai Municipal Corporation stands as a beacon of innovation, demonstrating how technology can be harnessed to mitigate longstanding urban challenges. By addressing the threat posed by open manholes, this initiative not only saves lives but also sets a precedent for cities worldwide to adopt proactive measures for ensuring road safety. The open-source nature of the device amplifies its impact, emphasizing a collective commitment to creating safer urban environments.

Credits
Campaign: The Responsible Manhole
Brand: TVS Motor Company
Agency: Dentsu Creative
Production Company: CHR Films, Airvision

This campaigns is about:
Street Safety, TVS, Mumbai Municipal Corporation, Open Manholes, Urban Challenges, 3D-Printed Solution, Waterlogging, Drainage System, Road Safety, Innovative Technology, Bengaluru Municipality, Infrastructure, LED Lights, Real-Time Monitoring, Geo-Locations, Proactive Measures, Urban Innovation, Civic Responsibility, Global Impact, Open-Source Blueprint, Safer Cities, Traffic Safety

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

Meanwhile, various brands also expressed their take on the blackout in various ways. In no time, social media posts surrounding Mumbai’s power outage flooded the internet. Well, the credit for that goes to the creative firepower of brand teams in other cities. Here are some of the campaigns that tickled our fancy:-

McDonald’s

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Re-sharing this because: 1. Perfectly explains the one power circuit that never disappoints. 2. Designers don't have electricity at their place. #Powercut

A post shared by McDonald's India (@mcdonalds_india) on Oct 12, 2020 at 12:36am PDT

Burger King

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Our designers are taking #NoWifiNoWork to the next level ? #Powercut

A post shared by Burger King India (@burgerkingindia) on Oct 11, 2020 at 11:20pm PDT

BookMyShow

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Stop scrolling and save that battery! ? #MumbaiPowercut #Monday #WFH #BookMyShow

A post shared by BookMyShow (@bookmyshowin) on Oct 11, 2020 at 11:36pm PDT

Ixigo

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? #mumbaipowercut . . #mumbai #momentmarketing #electricity #powercut #travel #city #citylife

A post shared by ixigo (@ixigo) on Oct 12, 2020 at 12:39am PDT

Faasos

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Delivering in the dark.⠀ .⠀ .⠀ .⠀ #Mumbai #MumbaiPowercut #powercut #topical #trending #fooddelivery #onlinedelivery #orderonline #ordernow #yummy #yumalert

A post shared by F A A S O S (@faasos) on Oct 12, 2020 at 5:29am PDT

Youtube

Who turned on the dark mode in Mumbai⚡️

— YouTube India (@YouTubeIndia) October 12, 2020

Durex

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Trust us! It's a sign. #Mumbai #PowerCut. Click the link in bio to buy our products.

A post shared by Durex India (@durex.india) on Oct 12, 2020 at 1:51am PDT

Manforce

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AndherAAAHHHH hone se pehle mood ko kardo light up! ?️ ? #MumbaiPowerCut

A post shared by Manforce Condoms (@manforceindia) on Oct 12, 2020 at 3:06am PDT

Society Tea

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Power cuts call for cutting chai! ? #masalachai #powercut #mumbaipowercut #SocietyTea #cuttingchai

A post shared by Society Tea (@societytea) on Oct 12, 2020 at 2:04am PDT

Under 25 dictionary

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Tag someone in Mumbai who face the power cut ? #IAmUnder25 #Under25Dictionary #Dictionary #Mumbai #PowerCut #Oops

A post shared by Under 25 Dictionary (@under25dictionary) on Oct 12, 2020 at 5:38am PDT

Tinder

The only reason my crush hasn't texted back is the power cut right?

— Tinder India (@Tinder_India) October 12, 2020

Netflix

Did Isaac delete Mumbai's electricity?

— Netflix India (@NetflixIndia) October 12, 2020

Urban Company

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#mumbai, light aai kya? ? #AskingForAFriend #powercut

A post shared by Urban Company (UC) (@urbancompany) on Oct 12, 2020 at 5:42am PDT

Ingeniouscope

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Mumbai-Manavas Planning For The Night #Powercut #PowerOutage #Power #Electricity #GridFailure #ElectricityGridFailure #Mumbai #TataPower #BEST #MomentMarketing #TopicalSpot #Trending #MumbaiPowercut #Ingeniouscope

A post shared by Ingeniouscope (@ingeniouscope) on Oct 12, 2020 at 4:22am PDT

This campaign is about:
Mumbai Power Cut, Social media creative, Funny Ads, Food, Electricity, Mumbai, Digital Campaign

Over 76% of Americans drive alone to work every day. That’s 115 million cars on the road and accounts for one-third of the country’s air pollution. People don’t like to carpool because sharing a car with a stranger can feel awkward. And the planet bears the brunt of that. So we thought – what better way to connect strangers than a shared love for music? We create a Google Maps integration on Spotify that uses pre-set ‘Home’ and ‘Work’ locations to identify drivers going along similar routes. We then compare their Daily Drive playlists and match them over common music preferences. Encouraging them to carpool, we not only get them to listen to Spotify in the car but also use music to help save the planet.

Kindly note that this is STUDENT SPEC WORK and has not been commissioned by the brand. It was created for the One Show Young Ones awards.

Credits
Advertised brand: Spotify
Advert title: Spotify Match
Advert Type: Innovation, Digital, Experiential
Advertising School: Miami Ad School, Mumbai, India
Agency website: https://miamiadschool.com/
Art Director: Ria Kulkarni
Copywriter: Palak Kapadia, Yashashree Samant, Apaar Singhal

Tags:
Technology, Innovation, Google Maps, Spotify Music, Spotify Match

With the extending lockdowns, people are getting more and more concerned about their career, business and lifestyle. Being concerned is a good thing but being constantly worried will only lead to negative thinking and it will magnify the problems physiologically. The campaign is about making people realise that the problems are temporary and things will revive soon till then they need to be patient and stay calm. Stay Home, Stay Calm.

Credits
Advertising Agency: Thoughtrains Design, Mumbai, India

News Source

Tags:
Print Advert, Print Advertising, COVID-19, Coronavirus Outbreak, COVID-19 Ads, Travel, Lifestyle, Fun, Lockdown, Pandemic, Print Campaign, Stay Home, Mumbai

Credits
Brand: Galalite Screens
Campaign: #BeTheLite
Advertising Agency: Openspace Agency, Mumbai, India
Creative Director: Yusuf Lokhandwala
Copywriter: Priyanshi Shah
Graphic Designer: Ravindra Gurav
Director Of Photography: Nishant Kanekar

Note: This is Student specific Work

Credits
Campaign name: Blind Maps
Industry: Health and Wellness
School: Miami Ad School, Mumbai
Art Director: Mriga Suchdeva
Copywriter: Saloni Mittal

Tags:
Awareness Campaign, Technology, Futuristic technology, Innovation

Idea:
In today’s prevalent hook up culture, millennials often take the consequences of unprotected sex very lightly.
They take the conversation to the most relevant channels where they look for casual sex i.e Dating apps

Introducing Durex Verified- a verified badge which lets the other user know that the durex verified person believes in safe sex and is a condom user. Thus swiping the risks of STDs/STIs away.

Credits
Advertising School: Sophia Polytechnic, Mumbai, India
Art Director / Copywriter: Ria Jatakia

RBYC, in essence, is a club that celebrates the spirit of seafaring. The only real criterion for being a member is sharing that spirit. It isn’t something you can buy your way into. In a series of print ads with the tagline Made At Sea, we position the club as one only real sailors have access to. The ads are in keeping with the brand’s tone of voice of exclusivity, elitism, legacy, prestige and even a slight snobbery.

Kindly note that this is STUDENT SPEC WORK and has not been commissioned by the brand.

Credits
Advertised brand: Royal Bombay Yacht Club
WWebsite: https://www.rbyc.co.in/index.php
Advert title: Made At Sea
Media: Print
Advertising School: Miami Ad School, Mumbai, India
Art Directors: Saloni Doshi
Copywriter: Palak Kapadia, Shweta Nandakumar

Tags:
Print advertising, Creative Print Ads, Print campaign, Creative Advert, Royal Bombay Yacht Club, Made At Sea, Miami Ad School, Mumbai, India

Kindly note that this is STUDENT SPEC WORK and has not been commissioned by the brand.

Credits
Advertised brand: Apple
Advert title: unMute
Advertising School: Miami Ad School, Mumbai, India
Agency website: https://miamiadschool.com/
Copywriters: Palak Kapadia, Rohit Wani

Tags:
Apple, unMute for Apple, Miami Ad School, Mumbai, India, Innovation, Digital, Experiential, Palak Kapadia, Rohit Wani, sign language, Latest Tech News, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Siri, Apple Ads, iPhone, virtual assistant, AI, Artificial Intelligence

The digital ad for the project created by DDB Mudra Group portrays that women in the sex trade cherish periods as a time off work. Thus, contrary to the dismay women usually express towards periods, sex workers look forward to them.

Stayfree also identifies that it is imperative to provide these women with alternative sources of livelihood to rescue them from the trade. So, to remedy their situation, Stayfree has joined hands with NGO Prerna to organize training workshops in skills like beauty services, henna design, and candle making. The interesting thing about this campaign is that the workshops happen when the sex workers are on their periods.

#DreamsOfProgress #ProjectFreePeriod

The first edition of Project Free Period was a classroom-based instruction in the red light district of Mumbai. But, the brand plans for the subsequent editions to have a wider reach owing to the presence of various social media platforms. As detailed by Stayfree, the goal is to partner with more NGOs on the way, expand the directory of skills taught, and gather an even stronger workforce of educators.

We feel that Project Free Period deserves not only ours but the whole country’s applause and support. It’s a step in the right direction, period.

Credits:
Brand: Stayfree
Campaign: Project Free Period
Agency: DB Mudra Group
Creative: Rahul Mathew, Shagun Seda, Kapil Tammal, Sharad Das Gupta, Aashna Gopalkrishnan, Faraaz Ansari, Vinay Singh
Account Management: Aditya Kanthy, Rajiv Sabnis, Kim Das, Nikita Tambay, Vinisha P., Megha Jaiswal, Megha Sharma, Qaid Vora
Account Planning: Toru Jhaveri, Sanchari

This Digital Campaign is about:
Stayfree, Project Free Period, DB Mudra Group, Sex trade, Sanitary pads, Mumbai

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, has taken a step forward to launch an initiative to salute unsung legends of the country.

The brand brings to light the unsung legends of the country who, over the years, have worked selflessly to make this society a better place to live through a digital video series aptly titled – “Ride For Legends”. Co-created along with popular YouTube channel Powerdrift that targets young enthusiasts, the series is also available on popular Video-on-demand platform Voot.

These legends are ordinary people with extra-ordinary thinking and passion towards the country. “Ride For Legends” is part of an integrated marketing campaign for its new range of high performing motorcycle engine oils for two-wheelers launched in December 2017.

TOTAL HI-PERF Ride For Legends

The Changemaker

A Dog’s Best Friend

Sixteen

Potholes

The Selfless Giver

As a part of the campaign, TOTAL encouraged 4 moto-vloggers – MSK, Oggy F, JS Films and Dino’s Vault, to take up the challenge to travel and discover the unsung legends of the society on their bikes. Through this campaign the vloggers highlighted the stories and achievements of the hidden heroes to the world.

Rajiv Dingra, Founder and CEO, WATConsult said, “The objective behind creating, ‘Ride For Legends, was to be in sync with the core philosophy of the brand which is to provide absolute performance and smoothness to make the ride enjoyable for the everyday biker. The campaign, in an interesting way captures the beauty of our country and also the small yet big initiatives that people like us take to help build our country”

Speaking about the initiative, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR), Total Oil India said, “Through TOTAL HI-PERF Ride for Legends we aim to enhance our presence and engagement through the digital medium. TOTAL HI-PERF Ride for Legends is an interactive composition of branded content, which will target the auto enthusiasts & everyday riders. The campaign will also bring to life how the product not only provides protection, absolute performance and smoothness to the bike’s engine but also ensures a joy of riding for the biker. This campaign aims to serve the dual purpose of encouraging the biking community to explore our country and discover these unrecognized heroes in our society. These powerful and empowering stories needed a platform and we at Total India are glad to provide them with the same.”

The campaign series that went live on February 14th, on Total India’s Facebook page, featured stories of individuals like Aarti, a resident of Mumbai, who has made it her mission to provide education to underprivileged children; Siddharth, who is all of 16 years old, and has massively impacted the lives of 1200 BMC employees; Pratima Devi who single-handedly built a big kennel for stray dogs and Gangadhar Tilak who took matters in his own hands and tried to bring about a change.

Interestingly, all the four episodes have garnered encouraging results for the brand. Till now the campaign has received 8,22,397 organic views and 11,889 organic engagement numbers from all (PowerDrift YouTube + TOTAL Facebook + Vlogger’s Youtube channels) the platforms.

Credits:
Advertising Agency: WATConsult
Campaign: #RideForLegends
Brand: TOTAL

Client Servicing
Aakash Chatterjee – Sr. Account Manager
Rahul Mundhra – Lead Account Manager
Neha Dave – Account Lead
Nirmal Rajan – Sr. Executive
Ajab Mir – Digital Media Executive
Shreya Bhalsod – Digital Media Executive

Creative
Sumit Bansode – Sr. Creative Designer
Ganesh Panchmukh – Jr. Graphic Designer
Prashant Narvekar – Flash Animator and Video Editor

Tech/Development
Sanjay Vishwakarma – Front-end Developer

Content
Atul Pathak – Management Trainee

This Campaign is related to:
The Road Doctor, Potholes, Gangadhar Tilak, Hyderabad, Ride For Legends, Power Drift, inspirational stories, MSK Vlogs, Mumbai, Change maker, Aarti Naik, JS Films, Delhi, Pratima Devi, Dog lover, Digital Campaigns, Viral Videos, WATConsult, Rajiv Dingra, Motovlog, Top Indian Motovloggers, underprivileged children, Advertising Agency, Ad Campaign, Dentsu Aegis Network, TOTAL Hi-Perf, Environment, Motorcycle, Automotive

It is a well-known fact that Ganesh Chaturthi is widely celebrated festival in Mumbai and Maharashtra and catchy slogans are a part of the fun.

Devotees chant really innovative slogans, some of which go like, “Samsung Korea, Ganpati Bappa Morya” Or “Twinkle twinkle little star, Ganpati bappa superstar” when they bring the idol home.

We decided to explore this phenomenon of the festival and came up with the #BoloMoryaWithLite challenge where we encouraged our fans to come up with catchy and quirky slogans using the word ‘Nutralite’ or ‘#KeepItLite’

The purpose of this campaign was – to not just keep it as a passing trend, but create brand value that remains etched in people’s minds forever. It was an activity that would not only last during one year of Ganpati festivities, but the slogans would echo the brand’s message year after year.

The other highlight of this campaign is that it focused on the importance of eating and staying healthy during this festive season. A lot of the slogans revolved around eating healthy food.

The brand recall is strong because these slogans are chanted by a lot of people around the city. Though a seven day activity, but the popularity will increase the recall year after year.

Our #BoloMoryaWithLite challenge is ‘lite’-hearted, quirky and extremely engaging for our fans.

As of now, we have garnered 4500+ conversations on Twitter and Facebook with a unique reach of 3 Million within first 3 days of the festival.

This Independence day saw advertisers do what they normally do on this day – flood media with one-day patriotism, bundle special offers into this day and recycle slogans that weren’t originally part of any advertising campaign. In the midst of this, there are always a few unique pieces that try and wake the nation up to something special. One such message has been trending on the internet, conceptualised by Digital L&K Saatchi & Saatchi in association with Mumbai based NGO, Free A Billion.

Simply titled The Boy Who Will Not Stand For The National Anthem, this simple video caught attention first with it’s unique title and then, as we watched it, with it’s unique message. It was the touching story of Prakash, the young 16 year-old who lost his life last year because of a pothole.

The aim of Free A Billion is to turn India’s commercial capital into the city it should be. The NGO aims to mobilise the Municipal Corporation, the State Government and the Central Government into taking action to halt the rapid decay of the city.

Free A Billion’s strategy to rebuild the broken system is the Swatantra vote bank, and the film ends with urging citizens to unite and vote and therefore take the first step towards bringing positive change to Mumbai and its infrastructure.

#StandUpForTheBoy

Take a Pledge

Aarti Samant, Associate Director – Planning & Strategy, Digital L&K | Saatchi & Saatchi said, “Free A Billion approached us with a clearly defined problem that of basic civil rights. We all face these issues in our day to day lives but more often then not fail to pay heed. We wanted this to become a peoples movement and therefore it was imperative to tell a true story. The campaign is not just meant for shares and hits but to give every mumbaikar a reality check. A reality check that would appeal to his conscience and drive him to take action.”

For this purpose, the two organisations got in touch with Mr. and Mrs. Bilhore, the parents of Prakash. Via a simple, but hard hitting video, Digital L&K Saatchi & Saatchi along with Free A Billion decided to tell the story of how he will not stand up for the National Anthem this year along with the rest of us.

Anoorupa Bose, Associate Creative Director, Digital L&K | Saatchi & Saatchi said, “This Independence Day, when people stand up for the national anthem, we wanted them to remember victims like Prakash who would not be standing with us. To realise that it’s not just government inefficiency, but our indifference that contributes to our broken system.”

The video hits you in the gut with the story of Prakash.

Charles Victor, National Creative Director, Digital L&K | Saatchi & Saatchi said, “We were very clear that we needed to be sensitive, not sensational. With communication like this, it’s easy to make it unecessarily dramatic and emotional. We didn’t need to. The theme and the story of Prakash were emotional enough. We were glad his parents actually held themselves together on this emotional shoot without breaking down like they did the previous day. In the end, we do hope we’ve helped in some small way to move people into action.”