The latest campaign of the Mumbai Police is yet another work of a good creative campaign. The TVC shows people in various situations like train travel, cinema halls or airports. This and how a one minute goes a long way to ensure one doesn’t get blown up with bombs in unattended luggage. What appeals even more is that the Mumbai Police have done it yet again. Their first campaign here encouraging women to report any misbehaviour was impressive. While the brain behind the idea is from the creative agency, the idea of coming up with a campaign such as this is commendable. Having been a keen observer of various government agencies and their efficiency over the years, this one definitely takes it up a notch.
The campaign is simple, engaging & hits the nail on the head. The cherry on top is that it doesn’t make you wince when you watch it again. That ticks all my boxes to a successful campaign. The practice of innovating with a new message every few months gets the brand – Mumbai Police the top-of-mind recall for all viewers. Unfortunately Indians live in a time where one cannot all be that assured about safety in our daily lives. The best one can do is look around and in dire times look up to the law. Taking steps to assure that the police station is approachable and more so for women is a step that is late but nevertheless important.
A couple of years back I was involved in helping the Bangalore Police to better interact with the general public. During these sessions I have had the opportunity to see at close quarters their lives they live on a daily basis. We were working to help them better balance their behaviour with law offenders and the common citizens. After a few ice-breaking sessions they opened up during our interactions. Openly talking to them and exchanging the various challenges a common citizen like me changed my perceptions about them. Frankly, the thought of stepping into a police station had always made feel queasy. The time I spent with them changed all this and hopefully positively impacted their behaviour with common citizens.
With that in the background and the new face of the Mumbai Police now, here’s a shout-out to them!
Rating: The Mumbai Police amidst all the political weight that is thrown around has boldly taken a step to build a better brand image. A thumbs up to their latest campaign!