Come On Delhi by Dentsu

[Saumya]

This beautifully illustrated campaign from Citizen Dentsu Delhi. I loves it so much!

[Saumya]

and three more.

[Snigdha]

The following stories will provide the story behind 'Come on Delhi' and the mascot, 'Delhi ki Beti'
http://www.hindustantimes.com/Little-gi ... 89926.aspx
http://timesofindia.indiatimes.com/city ... 368017.cms
http://www.afaqs.com/perl/news/story.html?sid=25864

Campaign credits as under;
Campaign: 360 degree, multimedia ‘Civility Campaign’
Campaign elements: Currently OOH in Delhi. Subsequently, radio, print and TV
Client: Delhi Government
Creative Agency: citizen dentsu
National Creative Director: Gullu Sen
Creative Director: Harish Arora
Art Director: Manavjit Mohil – Vivek Shinde
Copywriter: Harish Arora

[Saumya]

hi snigdha! thanks a lot for posting back on the credits and stories. love the idea of Delhi Ki Beti. Any ideas of the response? delhi is typically considered (though think wrongly so, but such are media pushed perceptions) a place where women are not respected. in such a situation did it make sense to get a Girl to be the ambassador of your communications?

[Allen Mathews]

love the campaign. and also saumya has an interesting question. what do you think, singdha?

[Ek Kanya]

nice work, snigdha! very nice. would love to see them in print somewhwre. delhi has little outdoor space anyway

[Snigdha]

Dear Saumya, Allen and Ek,

Thank you for your response and feedback! The campaign is getting its share of attention. It is getting picked up, people are noticing it and the CM is receiving a lot inquiries especially from the media for statements on this campaign.

The overall feedback also has been positive. There is a reason why we chose a girl child to be the face of 'Come on Delhi'

The campaign is addressed to very wide strata of people, right from the commoner to the elite across all SECS.

The campaign familiarizes Delhiites about the legacy and heritage of the city, invoking in them a sense of pride and belongingness for Delhi. At the same time, it also reminds them of the world-class facilities and infrastructure that is made available to them. As we get closer to the Commonwealth Games, the campaign will encourage Delhiites to be at their best behaviour, be good hosts, have care and concern for the city and for their guests.

Thus, one campaign seeks to bring about basic behavioral changes in Delhiites. We needed to convey all these complex messages without being too harsh on the people of Delhi, and w/o offending anyone's sensibilities.

The insight was that only the innocence of a little child can make grown ups introspect into themselves and their actions.

Little boys that age (7-8 years), although just as adorable and innocent, can be much naughtier and playful i.e. shararati. A little girl however, is softer, more delicate and more coy. She can bring the entire family together with her sheer innocence, coyness and charm. The little girl child (in the Delhi milieu) of 7-8 years is also 'more' protected and pampered (by elders) and look after with even more care. For example, the phrase, "humne apne bacchi ko bade naazoan se bada kiya hai".

I hope this helps address your queries.
Thank you for writing!


Best! And choicest greetings for the festive season!

[Snigdha]

As first phase of ‘Come on Delhi’, ‘Delhi ki Beti’ will be seen in Delhi on bus Q shelters and billboards. Later, the campaign will introduce ‘Delhi ki Beti’ to Delhi via print. ‘Delhi ki Beti’ will also be on radio and talk to all her friends in Delhi. As the Commonwealth Games draw closer, ‘Delhi ki Beti’ will need to reach out to even more people. She will then be on television.

‘Delhi ki Beti’ is also full of surprises. She will also reach the people of Delhi in other unexpected ways.