The ‘Make in India Week’ being held from 13th Feb to 18th Feb 2016 in Mumbai is an event showcasing India’s potential in the manufacturing sector. It is a global platform offering unparalleled opportunities to connect and collaborate with Industry stakeholders, investors and think tanks. It is also a great forum for exchanging ideas with policy-makers and an opportunity to understand the latest government initiatives.
The brief given to Rediffusion Y&R was two faceted; first to welcome the world to the ‘Make in India Week’. With this brief Rediffusion created a unique symbol – The Laman Diya, a representative of auspicious beginnings, peace, prosperity and growth. The idea behind this Diya design was to connect the elements of the ‘Make in India Lion’ with the Diya in the Government of Maharashtra and the MIDC logo. The concept has been extended to TVC, Outdoor as well as the life-size Installations.
The second task was to build the Magnetic Maharashtra brand and promote Maharashtra as the leading investment destination for potential investors globally. For this Rediffusion Y&R conceived and created a unique campaign putting forward a 360 degree support; right from TVCs, print campaigns, AVs and outdoor.
Maharashtra has always been the front-runner when it comes to industrial development. It pulls the world to itself because of its capabilities be it power, land, people or connectivity. It is indeed a magnet. The brand film for Magnetic Maharashtra features Sachin Tendulkar, Madhuri Dixit and Shankar Mahadevan highlighting these aspects that Maharashtra offers to its investors and concludes with the line “Unnati ka Savera, Magnetic Maharashtra yeh Mera”.
The Press and Outdoors design for Magnetic Maharashtra has been conceptualized keeping in mind a very popular art form “The Warli Art” – a uniquely Maharashtra concept. This thought has been extended to the TVCs also.
Having worked on this campaign, Pramod Sharma ECD West, Rediffusion Y & R said, “I have been born and brought up on this great land called Maharashtra. And working on something as big and diverse as Maharashtra was a privilege. Deadlines were mad. Work had to be created and presented in almost impossible time. What kept us going was the pride to work on Magnetic Maharashtra. My complete team is to be given the credit for pulling off this outstanding campaign. I hope this campaign does wonders for our state and ropes in enormous investment and business opportunities.”
Darshan Choudhari Creative Head, Rediffusion Y&R added, “This is by far the most gratifying experience for me. My very first project after joining Rediffusion, couldn’t have asked for anything better. We looked at working on the brief very intensely, whether the Diya or the Warli Art creation the idea was to stay true to Make in India and Magnetic Maharashtra. The hard work gone on this project in the past month has paid off. Everyone loves the work that has come out. I am proud to be associated with the event.”
Dhunji Wadia Group President, Rediffusion Y&R quotes “I thank the Government, CII and MIDC for giving Rediffusion-Y&R this opportunity for Maharashtra as the host state to welcome the world and through this effort showcasing Maharashtra as the ideal destination for investment before a global audience.”
Uttio Majumdar, Head of Operations, Rediffusion Y & R Mumbai said, “Very rarely does the work presented at the pitch stage see the light of day in its original avatar – this campaign is one of those few exceptions. The challenge for Team Rediffusion was to weave a common theme through the multiple communication requirements for this project and the impact that the films, print, outdoor and other pieces of communication have created is the best recognition of the effectiveness of the work we have done.”
President: Dhunji S. Wadia
CCO: Rahul Jauhari
Creative Heads: Darshan Choudhari & Tony Pereira
ECD (West) –Pramod Sharma
Head of Operations, Mumbai: Uttio Majumdar
Brand Partner: Priyaratna Suryawanshi
Production House (Celebrity film): Elements
Director (Celebrity film): Vivek Daschaudhary
Production House (Warli animation): Chris Chros films