NSDC launches media campaign with three TVC's
When NSDC and Ogilvy joined hands in August 2013, the unique approach that they adopted together to give skill development a major push was to make “Skills” more “glamorous & aspirational” so that more and more people understand the value of a certified skill and enrol for the same. It was imperative to communicate that the job probabilities are higher when you are trained for a certain skill set which are according to the standards developed by and for the industry.
NSDC, hence earlier this year, launched its creative campaign “Hunar hai to Kadar hai” where it very clearly connected “Skills” with “Respect”. The message was clear that the skill certificate that the people will receive after their training will help them achieve a certain level of social recognition amongst employers. NSDC launched two television commercials focusing on the retail and the automotive sector which saw great response.
With the coming in of the new government, a renewed focus on the skill development in India, and NSDC’s plan to treble last year’s achievement (3.3 million for FY 14-15), the second phase of the campaign has been launched on 2nd October, 2014. This time with a montage film, covering four sectors and two other sector specific commercials – one for gems and jewellery and other for security sector. It takes the cynicism attached to the project head on. Most people find it difficult to believe that a simple Missed Call can change their life and help them realise their dreams. The montage film maps the journey of four youngsters who choose 4 different courses and change their life by giving a simple missed call to the NSDC call centre number – 088000-55555.
The protagonists in the films are shown to be from the economically poor sections of society. The main reason for this change is the need to highlight the fact that anyone irrespective of his/her background can improve their life by learning a skill.
This time again, Milind Dhaimade of Love & Faith Productions has directed the TVCs for NSDC. Our last experience assured us that Milind truly understands the sensitive nature of the mission and is quite in tune with the dilemmas and trials faced by today’s youth.
Dilip Chenoy, MD and CEO, NSDC said “For the fourth year in a row NSDC achieved the annual targets it set. In fact in 2013-14, we had crossed our target and brought 1.05 million youth (1.3 million youth including STAR) into the skilling eco-system. This year, our target has more than tripled to 3.3 million and hence the launch of this campaign will not only help us achieve this, but also give a major push to skill development in the country, which is absolutely in line with the government’s Skill India Movement.”
“Through our TVCs, we have always wanted to showcase 4 basic things to all our stakeholders- Utility of the NSDC certificate, productivity of the certificate, companies understanding the value of the certificate and the whole process impacting the life of people getting skilled.”
Kapil Arora, President- Branch head, Ogilvy North said “NSDC’s brief to us has been to help showcase the value of skilling in the country and in the process accord respect for skills – Hunar Hai Toh Kadar Hai. While the first TVC in the campaign talks about how one missed call to NSDC can change your life, we have also followed it up with two sector - specific films that showcase how an individual can get skilled in a sector of their choice, with the help of NSDC and its partners.”