Kaano Par Zimmedari campaign isn’t rocket science or creative showcase: Piyush Pandey
कमला के कानों पर, विमला के कानों पर,
शर्मा के कानों पर , मिश्रा के कानों पर,
छुटभैये के कानों पर, बाहुबली के कानों पर ,
रायपुर के Romeo के, जबलपुर की Juliet के
अड़ोसी पड़ोसी के, मामा मौसी के,
चाची और ताई के, भतीजी और भाई के,
नाई के हलवाई के, एक दो और ढाई के,
सब के कानों पे एक ज़िम्मेदारी है,
और वो जब जब घर से बाहर जा रहे हैं,
उसे बख़ूबी निभा रहे हैं ,
फिर आप mask क्यूँ नहीं लगा रहे हैं ?
जनहित में जारी,
कानों पे ज़िम्मेदारी ।।
If you’ve seen this poem circulating on social media, then you’ve come across Ogilvy India’s short film ‘Kaano Par Zimmedari’.
Conceptualised and created by Ogilvy Delhi, the animated film was the fun outcome of a challenge bowled by the agency’s patriarch and Global Chief Creative Officer, Piyush Pandey.
“A free hand was given to our people and they proved that their hand is fantastic and their minds are great,” says Pandey, swelling with pride.
The campaign highlights the importance of wearing masks as we prepare to step out of our homes. In each frame, the salience of the mask is punctuated by the changing ornamentation that cues us to the cultural backgrounds of different people in India. It drives home the point that masks are not an accessory, but a necessity.
Pandey insists, the campaign isn’t ‘rocket science’ or a creative showcase, but merely an engaging way to tell people to wear a mask. He says, “It is a well-known fact that masks help check the transmission of the disease. We wanted to share the communication in a fashion that encourages people to want to be careful.”
Ogilvy has collaborated with the Government and Influencers and launched campaigns like ‘Mask Force’ with Cricketers and ‘Setu Mera Bodyguard’ with Ajay Devgn to increase adoption of the Aarogya Setu app. ‘Kaano Par Zimmedari’ was issued in public interest by the agency with a simple brief – appeal to young people.
Pandey observes, “Unlock has started and you see people on the road, especially youngsters, not bothering to wear a mask. There is a sense that everything is fine because the Unlock has begun. We need to understand that Unlock demands a lot of self-discipline and good behaviour from us as individuals. You can step out, but not without preparation.”
The creative team in Delhi put together the film and shared it with celebrity influencers Amitabh Bachchan and Ajay Devgn, who are strong voices in the fight against COVID-19. “Mr. Bachchan liked the idea very much and showed his support by posting it on his personal handle. He won’t post it unless he thinks it is good enough,” remarks Pandey.
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कमला के कानों पर, विमला के कानों पर, शर्मा के कानों पर , मिश्रा के कानों पर, छुटभैये के कानों पर, बाहुबली के कानों पर , रायपुर के Romeo के, जबलपुर की Juliet के अड़ोसी पड़ोसी के, मामा मौसी के, चाची और ताई के, भतीजी और भाई के, नाई के हलवाई के, एक दो और ढाई के, सब के कानों पे एक ज़िम्मेदारी है, और वो जब जब घर से बाहर जा रहे हैं, उसे बख़ूबी निभा रहे हैं , फिर आप mask क्यूँ नहीं लगा रहे हैं ? जनहित में जारी, कानों पे ज़िम्मेदारी ।।
Issued in public interest pic.twitter.com/Yw1UIr6eWM— Ajay Devgn (@ajaydevgn) July 4, 2020
The post by Bachchan received a lot of media coverage, including TV. A thrilled Pandey observes, “I saw a few posts where people have written their own poetry inspired by the film. I would love to see a regional poet do his own take on the communication. That way, every day you get a new message on the importance of wearing masks and nothing gets dull, boring and ignored.”
“If the effort by the agency gets a few more people to behave responsibly, we will be satisfied,” shares Pandey. Adding further, “Every effort counts in the battle that the world is facing. In our own way, we will do more things like this, on our own, to support the Government, TV channels and anybody who is serious about the matter.”
“This film was created without taking a single penny from anyone and that is our contribution,” he signs off.