Ogilvy Mumbai creates 'Bijli Bachao, Desh Banao' campaign

National Energy Conservation Day in India is celebrated every year to make people aware about the importance of energy and the need to save it. Using energy efficiently, and not wasting it is essential to save it for future usage. Energy conservation has to be rooted in the behavior of every human being.

Therefore our campaign has kids spreading the message of ‘Bijli Bachao, Desh Banao.’ The film shows young kids everywhere switching off every switch that doesn’t need to be on. It is the children who are teaching their parents and teachers this simple lesson of Bijli Bachao, Desh Banao. After all children are the future of the country.

The film is set to a track which has the feel of an army cadence, this lends a sense of urgency and authority to the message we are propogating. And also makes Bijli Bachao, Desh Banao anthemic.

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy & Mather, South Asia: The idea of using kids was in keeping with the brief. I believe kids are the future and if they get it right, we can quite literally look at a brighter future

The film was shot by Nitin Pradhan, director with Curious, for the Ministry of Power, Coal and New and renewable energy; and the Bureau of Energy Efficiency.

CREDITS:

Agency: Ogilvy and Mather

Creative team: Piyush Pandey, Zenobia Pithawalla, Mihir Chanchani

Client servicing: Kunal Jeswani, Harsh Bhatt, Snehsikt Anand

Production House: Curious

Director: Nitin Pradhan

Producer: Prasanna Naik

Music: Abhishek Arora