Airads launches new campaign to educate Delhiites about Cleanliness & Sanitation

Company Brief

New Delhi, December 15, 2009

There's a Su-Su Kumar, Thu-Thu Kumar, Kuda Kumar and Poly Aunty in every one of us. And the best way to kick them out is making one feel embarrassed when people start addressing them with these names in public. This was the idea that has already started taking the shape of a social revolution in Delhi. MCD's much awaited cleanliness and sanitation campaign is yet to launch fully but the Advertising and media is already buzzing with it. Amitabh Gupta, MD, Airads Ltd., the creative agency behind the campaign says, "It took almost a year to finalize the campaign. First we had a creative fight with 7 other agencies in the MCD Panel to win the creative job and later the campaign was presented many times to various Government and MCD officials. And today, I and my creative team are delighted to have finally delivered. I am very optimistic about the success of the campaign that will inculcate civic sense in Delhiites for life. I am also excited about the fact that even before being fully launched, the campaign has already started gathering momentum."

Making of the Campaign

It took scores of presentations and editing and even some comprehensions like, whether the campaign approach of making people feel embarrassed to put across the message is suitable for a social message, will it hurt the sentiments of the people and so on. But all's well that ends well and the campaign is finally ready for a multimedia launch. The campaign has already started getting positive feedback from the Advertising fraternity as well as Delhiites from every walk of life. Everybody is excited about the campaign and is ready to cooperate to make the campaign a milestone for Delhi's beauty. The most important aspect of the campaign is that it aims to inculcate the habit of Cleanliness & Sanitation for life and not only for the Commonwealth Games 2010. Use of Animation in the TVCs makes it interesting and the message is put across more creatively.

The campaign has already been appreciated by various newspapers, News channels, FM channels, web news portals and even twitter. News about the campaign from various media can be easily searched on Google. Airads has always created winning social campaigns for various PSUs and private clients over 30 years. This campaign will further inspire its creativity. After the recent and grand success of Election Commission's Pappu and Vodafone's Zoo-Zoo campaign, MCD and Airads are positive about the success of the campaign and changing the mindset of the people. Let's all hope Delhi will soon be free from Su-Su Kumars, Thu-Thu Kumars, Kuda Kumars and Poly Aunties.

For further information, please contact:

Airads Limited

Amitabh Gupta

Mobile: 9810077046

Email: airads@airtelmail.in