#THEWORSTITEMNUMBER

Title#THEWORSTITEMNUMBER
BrandANGELS CLINIC
Product / ServicePUBLIC SERVICE
CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantTBWA\INDIA Mumbai, INDIA
Idea Creation TBWA\INDIA Mumbai, INDIA

Credits

Name Company Position
Parixit Bhattacharya TBWA\India, Mumbai Chief Creative Officer
Rishi Chanana TBWA\India, Mumbai Nation Head of Art
Parixit Bhattacharya TBWA\India, Mumbai Copywriter
Suchitra Ghosh TBWA\India, Mumbai Copywriter
Sagar Jadhav TBWA\India, Mumbai Art Director
Chinmay Raut TBWA\India, Mumbai Art Director
Nipun Goomer TBWA\India, Mumbai Account Director
Swapna Nair TBWA\India, Mumbai Account Executive
Trisha Satra TBWA\India, Mumbai Account Executive
Hriday Dowerah TBWA\India, Mumbai Agency Producer
Ashit Ghelani Boot Polissh Films Boot Polissh Films
Shujaat Saudagar Boot Polissh Films Director

The Campaign

Angels Clinic launched ‘The Worst Item Number’. An Item Number to create awareness around the effects of ‘Item Numbers’ on young impressionable minds.

Creative Execution

Implementation A famous Item Number song was bought and a video was shot for it, much like a typical Item Number, with a loud and garish set up, complete with the costumes and lighting et al. The video also had a disturbing twist, featuring young boys instead of adult men. The kids in the film were shot separately and brought together in the same frame in post-production. Timeline The film was shown at an exclusive screening to parents and educators on 25th April, 2016. The film was released on YouTube on 30th April, 2016. The petition on change.org was live along with the release of the video on YouTube. It was also posted on the Facebook page of Angels Clinic on 6th May, 2016. Placement YouTube Change.org Facebook WhatsApp Scale On ground and digital

Results

Business impact – sales, donations, site traffic The campaign made Angels Clinic an opinion leader in child wellness in the country. Appointments increased manifold. Many parent-teacher bodies have come forward to seek help from Angels Clinic. Likes on Angel Clinic’s Facebook Page grew by 3X. Response rate 1 signature every 5 minutes in the first week of the launch of the campaign Change in behaviour People started thinking twice about exposing their children to Item Numbers.

The Worst Item Number was designed to elicit a response in the form of a micro action from people after consuming the content. The campaign was aimed at parents and educators to raise their voice against the ungraded airing of Item Numbers on television through the day. People were required to sign the petition to Chairman of Central Board of Film Certification to ‘Re-grade Item Numbers’.

Data gathering With Item Numbers on the rise in Bollywood year on year at an average of about 20 Item Numbers released every year in the last 5 years in Bollywood, the acceptance to adult content freely shown on television is at an all time high. Target audience (consumer demographic/individuals/organisations) All Indian adults Approach Content was created with an intention to shake people up in order to get them to take action. Call to action The film concluded with a change.org link which led people to the page to sign the petition urging Central Board of Film Certification to ‘Re-grade Item Numbers’.

Links

Video URL