This Spot by O&M Mumbai Trains Citizens to Be Alert of Terror Threats

Like any big festival, the terror threat lurks close and heavy during Ganesh Chaturthi. The city needs every citizen to be alert. 

So Mumbai Police, Ogilvy & Mather and ICICI Bank joined forces to create an interactive campaign. A film that was an on-the-spot competition was launched. The film had suspicious objects that could be used for terror threats, placed cleverly in the film. The viewers had to spot these objects, count the number and sms their answer. The incentive for correct answer was a gold coin. In this era of gaming, we designed an engaging game that the entire city could play.

Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather Mumbai, said: We are using the medium of film to train the city to be alert during the festival. We are playing on the mind set of the people that they would readily extend their efforts to win a prize. In the end we gently nudge their conscience into doing the same for their safety. 

Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather Mumbai said: We needed a lot of like-minded partners to pull off something on this scale. That is where E Suresh came in and he added his enthusiasm and his full support to pull this off. ICICI Bank backed us by agreeing to provide the gold coins.