Percept/H rolls out the next phase of Bharat Nirman Campaign
MUMBAI: The second phase of the Bharat Nirman Campaign is out and it has been received well by everyone. The ad has been conceptualised by Percept/H.
These films are produced and filmed by Pradeep Sarkar and his Apocolypso Filmworks team.
In the first phase of the campaign, the creative agency has created seven TVCs focusing on citizen‘s rights launched last year. This year, the agency is coming up with six TVCs.
The campaign will be promoted via television, cinema halls and print. The TV commercials will be focused on the revolutionary schemes that have been launched over the past few years. The team at Percept/H focused on people-driven stories and treated the campaign like they would do a regular brand campaign.
Percept/H executive creative director Rajiv Agarwal said, "This is a people’s campaign, people’s point-of-view. The idea was to translate the brief/schemes into people stories in a classic storytelling format so that people engaged and identified with the campaign. And why should ‘sarkari work look sarkari?’ The whole idea was to treat it like any other brand campaign, so that when the govt logo appears at the end, it should be a surprise. There’s an insight behind every story. The motive behind these TVCs to make the protagonist and hence the consumer feel empowered."
Percept/H has won the creative duties of Bharat Nirman, the campaign initiated by the central government for the development of rural India in a multi-agency pitch which was held in July 2012.