Dentsu India’s social communications specialist division, citizen dentsu, is behind the project. The campaign aims to build social responsibility in the run-up to the Commonwealth Games 2010, which will be held in October.
Delhi ki Beti is a seven-year-old character who urges civic awareness among the people of Delhi. Through nursery rhymes and encounters with animal friends, the campaign encourages the preservation of heritage and care for visitors and the Indian public in general.
Delhi ki Beti is a seven-year-old character who urges civic awareness among the people of Delhi. Through nursery rhymes and encounters with animal friends, the campaign encourages the preservation of heritage and care for visitors and the Indian public in general.
The campaign will initially run across outdoor media such as bus shelters and billboards. Print, radio and TV commercials will come as the year approaches the third quarter. Dentsu explained that the campaign is split between ‘Inform and Inspire’ and ‘Hospitality’ phases.
“Not only will the Games leave behind improved infrastructure and facilities for the citizens of Delhi, they will also leave behind dramatically improved, world-class sports facilities that generations of Indian sportspersons can use in the future,” said the team at Dentsu.
Credits:
Project Come on Delhi
Client Delhi Government
Creative agency Citizen Dentsu
National creative director Gullu Sen
Creative director Harish Arora
Art director Manavjit Mohil
Copywriter Harish Arora
Servicing team Gullu Sen, Rajesh Aggarwal, Harish Arora, Manavjit Mohil, Gaurav Luthra and Atul Kharbanda
Exposure Television, print, outdoor, radio
