I would like to appreciate the creative insight, logic, and genuine message in this ad campaign by Ogilvy & Mather, Bangalore for Concern India, a public charitable trust. However I would, with all the respect, like to present some differing opinions.
This campaign urges the public to use public transportation instead of their own private vehicles so that the cities can avoid congestion and parking problems to some extent. The message and its visualization are in straight-forward way. it says- 1 bus means 40 less cars(or bikes) fighting for parking space. Board a bus. Breath easy.
One flaw of this campaign, in terms of its message, is that it is not always appropriate in a ubiquitous way. indeed, in a city like Bangalore where IT professionals are seeking a comfortable lifestyle, the public transport system is comparatively comfortable. However, in other parts of India, the buses are usually crowded, where you can not Breath easy.
CREDITS
Advertising Agency: Ogilvy & Mather, Bangalore, India
Creative Directors: Vipul Thakkar, Shamik Sengupta
Art Directors: Febyn Roy, Ajesh N
Copywriters: Devaiah Bopanna, Kunj Shah
Illustrator: Nitin Rao Kumblekar
