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Ogilvy Delhi's Indian Railways TVC 'simply' creates benchmark

Ogilvy Delhi created a TV commercial for Indian Railways which was released on the opening day of the Common Wealth Games.

The commercial begins with many people lined behind each other and moving around pretending to be a train. The sound effects have been used extremely well, making the viewer visualize an actual train passing by.

"The sheer simplicity of the advertisement that has captured the emotion perfectly is what I like about the TVC. There is no better connectivity with each other and also the country than travelling in trains in India. The brief given was to project the vastness and the scale of Indian Railways. Indian Railways is the biggest brand in this country. We had to showcase the impact the Indian Railways have in our lives," said Sanjay Thapar, Group President North and East of Ogilvy while speaking to Adgully.

"Nothing compares to the romance and excitement of trains. That is what made us line up one behind the other and pretend to be a train when we were kids. And that was the magic and simplicity of Piyush's script, brought to life brilliantly by Prakash's execution. This was the fastest I have seen a script translated into a finished film. A tribute to a great client and a great brand," said Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi.

There is much dialogue on social networking sites regarding this commercial. Everyone seems to be charmed with its simplicity. The video is well shot and crisply edited, making it effective and to the point.

The Ogilvy team has done a brilliant job on the simple but effective conceptualization. The Ogilvy team - Sanjay Thapar, Ajay Gahlaut and Ravi Adhikari ' led by Piyush Pandey along with the Nirvana team led by Prakash Varma have created a benchmark with this commercial. | Janees Antoo [janees(at)adgully.com]

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