Ogilvy India paints the town red to celebrate David Ogilvy's birth centenary

By Nandana Das , afaqs!, New Delhi | In OOH News | June 23, 2011
The outdoor campaign in Mumbai celebrates 100 years of David Ogilvy. The idea is also to play around with creativity, and Ogilvy's favourite colour red.

In a bid to celebrate the birth centenary of David Ogilvy, hailed as the father of advertising, on June 23, Ogilvy has rolled out an out of home (OOH) campaign, in various parts of Mumbai.

The agency has dotted Mumbai streets with bright red hoardings, featuring famous quotes of David Ogilvy, which are relevant even today and act as a source of inspiration for the industry people. Some of the quotes inscribed on the hoardings are 'Big ideas are usually simple ideas', 'People don't watch television in order to see your commercial', 'If it doesn't sell it isn't creative', 'The consumer isn't a moron, she is your wife', 'When you advertise fire extinguishers, open with fire', and 'Unless your advertising is built on a big idea, it will pass like a ship in the night', to mention a few.

The objective of the outdoor campaign is to celebrate 100 years of David Ogilvy. In addition to this, the idea is also to play around with creativity and Ogilvy's favourite colour, red.

The activity, which started on June 20, is being carried out in various areas in Mumbai, including Goregaon, Milan Subway, Bandra and areas near Oberoi Mall.

Talking about David Ogilvy, Hephzibah Pathak, president, Ogilvy Mumbai, says, "His advertising principles and business acumen have inspired us all. So it's right to pay him a fitting tribute on the centennial of his birth. His rich and lasting legacy inspires us to be better every day and defines who we are."

The agency is leaving no stone unturned to make June 23 a 'Red Letter Day' in Ogilvy's Mumbai office. She says, "Right from the décor and costumes, to the refreshments and cake, it's red all the way. Since Ogilvy believes in creativity as the basis of any big idea, we have infused every activity that is taking place at our Mumbai office with it.

"There will be a brain-teasing quiz based on timeless quotes of David Ogilvy, a contest where everyone displays their wealth of imagination and a treasure hunt that will keep everyone on their toes. We will also have an exclusive corner of inspiration dedicated to him, which will showcase his path-breaking work and present some glimpses of his life."

Madhukar Sabnavis, country head, discovery and planning, Ogilvy India, says "David Ogilvy's birth centenary is being celebrated simultaneously across offices worldwide, and we in India are doing the same. Each office is doing its own set of activities to celebrate and remember both the spirit and principles of our founder."

He adds that the Delhi office, among a host of activities such as Pictionary and a quiz, will also get into the spirit of the day by maintaining a dress code that is closest to DO (David Ogilvy). "The essence of the day is to remember our founder and celebrate all he stood for," concludes Sabnavis.

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