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However, though sales came back to normal levels later, the National Egg Coordination Committee (NECC) decided to proceed with the campaign to promote the consumption of chicken. So the strategy was to draw the attention of TV viewers.
To create distinct mindspace against the clutter of ads that TV channels relay, and to communicate the message in an appealing manner, celebrity endorsement is one of the most effective ways to get the message across.

Ogilvy & Mather Advertising was roped in to revive the brand equity that Indian Chicken once commanded. The creatives, including print and television commercials, were executed by Pushpinder Singh, Sagar Mahabaleshwarkar and Abhijit Karandikar. The 40-second TV commercial was shot by Sumantro Ghoshal of Equinox films. The story-line for the TV commercial revolves around a visibly flummoxed animated rooster being charged with spreading the disease, and actor Sanjay Dutt posing as the chicken's advocate coming to its rescue.

5) Mumbai Blasts

The campaign, created by Dentsu Marcom for the Mumbai Police, was launched post the blasts. The objective of the campaign, apart from creating general awareness about terrorism, is to invoke people to get up and take individual precautionary action against it. The brief given to the agency by the Mumbai Police was to appeal to the citizens of Mumbai and show them how they can help themselves by being careful about suspicious persons and unidentified objects.

Dentsu conducted some brief research among the general public in trains and buses before deciding upon the communication strategy. The findings of the research revealed that the city had become so content and engrossed in its quest to move on with life that its people did not bother to take any of the counteractive measures required in a critical situation. Therefore, there was a need for a communication message that would jolt them out of their complacence and reinstate their pride in their city.

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* Contributed by -
Neha Jain & Parijat Sen,
PGDBM, Batch 2005-07,
IMT Ghaziabad.