Ogilvy Mumbai wins National Award for Pulse Polio film

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 24, 2010
The agency won the award in the educational/motivational/instructional film category at the 56th National Film Awards

Yet another creative agency has made its mark at the 56th National Film Awards. Ogilvy Mumbai has won in the educational/motivational/instructional film category, for its Polio v/s Polio Victims film.

& #BANNER1 & #Mudra Communications has also won in the Best Promotional Film in Tourism category for 'Colours of Konkan', a documentary the agency made for the Maharashtra Tourism Development Corporation.

According to Ogilvy, the agency's objective with the film was to spread awareness among the parents in Mumbai's slum-dwelling population, about the ills of polio and the importance of polio immunisation. Among the large section of the city's population that lives in slums, there is still ignorance about the importance of the oral polio vaccine, which must be administered to children in their early years.

Earlier, in 2008-09, the agency conceptualised a campaign for Rotary International's India National Polio Plus Committee, wherein a team of polio victims volunteered to spread awareness about polio immunisation by informing slum dwellers about the approaching 'Pulse Polio Sunday'.

The objective of using polio victims as messengers was to demonstrate to parents the grave consequences of not immunising their children, says the agency.

Pulse Polio camps and booths were set up across the city, and the exercise of immunisation was filmed live.

The Polio v/s Polio Victims film captures the volunteers' efforts and the response to the campaign. It has been directed by Aman Sachdeva. The copy and art is by Samrat Sudhakar Rane, while the creative director is Zenobia Pithawalla.

The film also won a Gold at Abby 2009 Awards in the Ambient category and a Silver for Direct Marketing.