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Kaano Par Zimmedaari - Ogilvy India - Ogilvy India JPG
Kaano Par Zimmedaari - Ogilvy India - Ogilvy India MP4 49s
Kaano Par Zimmedaari - Ogilvy India - Ogilvy India MP4 50s
Kaano Par Zimmedaari - Ogilvy India - Ogilvy India MP4 50s
Kaano Par Zimmedaari - Ogilvy India - Ogilvy India MP4 1m:00s
Kaano Par Zimmedaari - Ogilvy India - Ogilvy India MP4 59s

Kaano Par Zimmedaari - Ogilvy India
Client: Ogilvy India
Entrant: Ogilvy India

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Kaano Par Zimmedaari - Ogilvy India - Ogilvy India

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Entry Title: Kaano Par Zimmedaari
Brand: Ogilvy India
Client: Ogilvy India
Title: Kaano Par Zimmedaari - Launch Film
Title: Kaano Par Zimmedaari - Yahan Tak Wahan Tak
Title: Kaano Par Zimmedaari - Is sey, us sey
Title: Kaano Par Zimmedaari - Iski Uski Sunkar
Title: Kaano Par Zimmedaari - Mask Disposal
Description: When COVID-19 landed on our shores, raising awareness about the importance of wearing masks was one of the biggest challenges India was facing. Keeping in mind that a creative message would be far more likely to impact people, the team at Ogilvy India came up with a campaign that captured desi (Indian) nuances and more importantly the excuses people gave for not wearing a mask, in a fun and quirky manner. The message managed to garner enough and more attention, as it resonated with people, because, well, it was exactly what was around them. Only, interestingly packaged.

Titled "Kaano Pe Zimmedaari", the films aimed at shifting the onus of carrying this responsibility from the shoulders to the ears, which hold the masks up.
English Translation: 1. Kaano Par Zimmedaari - Launch Film

On Kamla’s ears.
On Vimla’s ears.
On Sharma’s ears.
On Mishra’s ears.
On side-kick’s ears.
On leader’s ears.
On Romeo’s ears.
on Juliet’s ears.
On neighbours’ ears.
On relatives’ ears.
On uncle and aunt’s ears.
On nephew and brother’s ears.
Barber’s, chef’s.
Him, them, and everyone’s ears.
There is a responsibility that rests on all our ears.
And every time we step out of our home, we do it responsibly.
Why don’t you?
Issued in Public Interest. Responsibility on ears.
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2. Kaano Par Zimmedaari - Yahan Tak Wahan Tak

Just till Chhajjan’s house.
Only to Rajjan’s shop close by
Till Ali, who lives by a temple.
To the lady in the red.
Till Mehra’s boundary wall.
Or to the garbage bin.
To D’souza the tailor.
Or Mukherjee, the pharmacist.
Till Albert or Pinto.
For hours or minutes.
Just for a walk
Hang on! Don’t leave home until it’s really important.
Other than that,
here or there
Whenever
Wherever
To the market
or the mall
To the ration shop
Or to the departmental store
Wherever we may go, there’s a responsibility on our ears.
And every time we step out, no matter how near or far, we do it responsibly.
Why don’t you?
Issued in Public interest. Responsibility on ears.
----------------

3. Kaano Par Zimmedaari - Issey – Ussey

Babban makes it out of a bushirt.
Gattu makes it out of his wife’s dress.
The priest’s wife, makes it out his pants.
And Da Gama from Vasco, uses his sister’s frock.
Rinkiya(name), makes it out of her traditional suit.
Her father, chooses his safari suit.
The leader, uses a cotton towel.
So does his right-hand man.
Some are making it out of a handkerchief.
Some out of a shawl.
No! Don’t you dare pick up a ripped pair.
You could go for a dhoti,
or a coat.
It could very well be,
Georgette
Corduroy
Or
Tericot
There’s a responsibility on our ears.
So, we may make a mask out of this or that but, every time we step out, we make sure we do it responsibly.
Why don’t you?
Issued in Public interest. The responsibility on our ears.
----------------

4. Kaano Par Zimmedaari - Iski Uski Sunkar

Whether they are listening to the young politician.
Or their favorite actors.

Prime Minister.
Chief Minister.
District Magistrate.
Or whether they are listening to the latest rules and regulations.


Whether they are listening to the neighbour on the terrace.
Or to the bold headlines.
Whether they are listening to the doctor.
Or the college proctor.

(Not listening to the rumours at all.)

Whether they are listening to the wise lady.
Or the caller tune.

Whether they are listening to the elder sister.
The brigadier.
Muhammad. (a surname in India)
Aiyyar. (a surname in India)
Or whether they are listening to Thaapa. (a surname in India)

Whether they listening to a Parsi. (a surname in India) Or someone who speaks a foreign language.
Or to themselves.


Promotions.
Artists.
Or whether they are listening to the advertisements.

It doesn’t matter who they are listening to, till the time they are getting the message, and are behaving responsibly whenever they step out.

Why aren’t you listening to anyone, and wearing a mask?

Issued in Public interest. The responsibility on our ears.


5. Kaano Par Zimmedaari - Mask Disposal

On the wall of the pharmacy.
Or on the electricity lines, in the name of fun.

Discreetly, on a busy road.
Flipped away like a broken flip-flop.

On the bush, by the highway.
On the two-wheeler, parked in a quiet corner.

In the backstreet.
Or in front of the shop.
Quickly,
out of the car.

Hung on the railing.
Or put up like a banner.

(Nonsense!
Have some shame, will you?)

You are only behaving responsibly, if you are not throwing the mask here and there, but cutting it, and placing it in a different packet, before taking it to the dustbin.

Issued in Public interest. The responsibility on our ears.
Company Credits: Ogilvy India
Individual Credits: Piyush Pandey - Chief Creative Officer, Worldwide & Executive Chairman, India
Individual Credits: Sukesh Nayak : Chief Creative Officer – India
Individual Credits: Kainaz Karmakar : Chief Creative Officer – India
Individual Credits: Harshad Rajadyaksha : Chief Creative Officer – India
Individual Credits: Ritu Sharda : Chief Creative Officer
Individual Credits: Shailender Mahajan - Group Creative Director
Individual Credits: Kingshuk Dey - Sr. Creative Director
Individual Credits: Rishi Pande – Associate Creative Director/Copywriter
Individual Credits: Vishal Yadav – Group Head/Art Director