Railways' first TV campaign uses childhood play to engage audiences
06 Oct 2010
Indian Railways rolled out its first TV campaign to coincide with the opening day of the Commonwealth Games in Delhi on Sunday.
The TV campaign, created by Ogilvy & Mather, Delhi, shows a human train moving across different locations of a city.
Replaying the 'chuk-chuk gaadi' experience from childhood, the commercial aims to associate every Indian with trains that connect the entire country.
The campaign film ends with the caption, `The Magic of India - Indian Railways' in its English version and "Desh Ka Mel- Bhartiya Rail" in the Hindi version along with a voice over.
The campaign was conceived by Sukesh Nayak and Heeral Akhaury, while Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, was the creative director.
The film was directed by Prakash Varma of Nirvana Films and was shot in Kolkata.
