As a senior manager yells at his subordinates, demanding results and allowing no excuses, a dustbin lands up in the boardroom, reprimanding him for the biscuit wrapper he had thrown out of his car earlier. No excuses, the dustbin reminds him. With some help from Thoughtshop Advertising & Film Productions, Parle Products is going clean with its litter-free campaign, updating its tagline to, ‘The dustbin won’t come to you. You need to do that bit’. Vipin Dhyani, founder and chief creative director, Thoughtshop Advertising says the idea for this ad came from a casual conversation with his client. “When a product manager spots his brand’s wrapper lying on the road, he is delighted because it is a direct testimony of the consumption of his product. But, in reality, this act of littering is a disgrace to our civic sensibilities. Our TVC holds up a mirror to make people realise their mistake,” says Dhyani.
The target audience for this campaign ranges from office-goers to homemakers and children. Talking about the concept, Pravin Kulkarni, general manager (marketing), Parle Products, says Parle wants to be perceived as a company that does its bit for society. “And disposal of garbage is an issue that is closest to our business,” he says. What remains to be seen is if Parle will manage to make a mark among the glut of Swacch Bharat campaigns on air.
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