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

Reach The video reached over 40 million people. Was featured by all leading news houses in the country. Bollywood celebrities supported the cause too. Engagement People signed the petition on the change.org page. Impact 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. Over 1300 people signed the petition.

The Worst Item Number was creating after acquiring the rights of a famous Item Song from a popular Bollywood movie. The original music piece was created with an intention to entertain and titillate the audience like a usual Item Number. But when we used it for a social awareness campaign, we flipped the purpose of the song by using it in a campaign for the better good of the society.

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. We wanted to speak to the parents directly to address this issue. The only way to do this was to get their attention in their comfort zone and shake them out of it. The film then gave the option to responsible parents to take things in their own hands by signing the petition which appeared at the conclusion of the film and joining the movement to ‘Re-grade Item Numbers’.