EMDI PGDAC 2010

PRESENTS
‘SAVE WATER’
MEDIA CAMPAIGN
 ‘SAVE WATER’ CAMPAIGN
• OUR BRIEF

• PROJECTING A SERIOUS ISSUE LIKE ‘SAVE

WATER’ WITH A LIGHT TONE
 ‘SAVE WATER’ CAMPAIGN
• OUR OBJECTIVE

• HELPING OUR TARGET AUDIENCE REALISE THE

IMPORTANCE OF SAVING EVERY DROP OF
POTABLE WATER AND PREVENTING WASTAGE
OF PRECIOUS WATER
 ‘SAVE WATER’ CAMPAIGN
• OUR TARGET AUDIENCE

• 18 TO 26 YEAR OLDS ACROSS INDIA

 ‘SAVE WATER’ CAMPAIGN
• OUR PREFERRED MEDIUM

• TELEVISION
• RADIO
• INTERNET
 ‘SAVE WATER’ APPROACH
• CAUSE: ‘MAD OVER WATER’/ ‘PAANI BACHAO
PAAGALPAN’

• THEME: I WILL GO TO ANY EXTENT TO SAVE WATER

• WE USE AN APPROACH WHEREIN WE MAKE

YOUNG ADULTS REALISE THE IMPORTANCE OF
SAVING WATER THROUGH TEENAGED/RELATIVELY
YOUNGER CHILDREN
 ‘SAVE WATER’ TELEVISION COMMERCIAL

• DURATION: 30 SECONDS

• LANGUAGE: REGIONAL/ ENGLISH

• BACKGROUND SCORE: TRAFFIC, DRUMS, WHISTLES,

VOICE OVER

• MESSAGE: I WILL DO ANYTHING TO SAVE WATER.

WHAT ABOUT YOU?
 ‘SAVE WATER’ TELEVISION COMMERCIAL

• WE ARE FAMILIAR WITH INSTANCES OF TAP

WATER LEFT RUNNING.

• SHAVING
• BRUSHING TEETH
• RINSING
 ‘SAVE WATER’ TELEVISION COMMERCIAL

• OUR MOTIVE IS TO TEACH OUR TG THE

IMPORTANCE OF SAVING WATER BY SOMEONE
MUCH YOUNGER TO THEM.

• THIS BRINGS ABOUT A FEELING OF GUILT

AMONGST OUR TG BUT MANAGES TO KEEP
THE TONE LIGHT
 ‘SAVE WATER’ TVC CONCEPT

A LITTLE BOY LOOKS

UP AND THEN
DOWN, TOWARD HIS
FRIEND IN FEAR.
‘SAVE WATER’ TVC
CONCEPT
THE CHILD IS
HANGING FROM THE
ROPE, NEAR THE FIRST
FLOOR WINDOW OF A
BUILDING AND LOOKS
AT HIS FRIEND BELOW
WITH A TERRIFIED
EXPRESSION AS IF
TRYING TO SAY HE
CANT CLIMB ANY
FURTHER BECAUSE HE
IS AFRAID.
‘SAVE WATER’ TVC
CONCEPT
THE LITTLE BOY’S FRIEND
WHO IS STANDING BELOW,
ENCOURAGES HIM AND
ASKS HIM TO GO ON.

HE ASKS HIM

“BACHANA HAI NA??”

‘SAVE WATER’ TVC
CONCEPT
THE CHILD NODS
WITH A DETERMINED
EXPRESSION AND
CONTINUES TO CLIMB.
FROM THE WINDOW,
THE CHILD WATCHES
A YOUNG MAN
SHAVING.
‘SAVE WATER’ TVC
CONCEPT
THE MAN LEAVES THE
TAP WATER RUNNING
WHILE GOING TO
ANSWER THE
TELEPHONE/OR
WHILE SPEAKING TO
SOMEBODY IN THE
ADJOINING ROOM.
‘SAVE WATER’ TVC
CONCEPT
THE CHILD QUICKLY
CLIMBS INTO THE
WINDOW, TURNS
THE TAP OFF AND
LEAVES A
STICKER/TAG/POST
-IT ON THE TAP.
‘SAVE WATER’ TVC
CONCEPT
THE YOUNG MAN
COMES BACK INTO
THE ROOM AND IS P LE A S E
SURPRISED TO SEE A
RE M E M B
POST IT/STICKER/TAG
ON THE TAP WHICH ER TO
READS
TURN
O F F T H E
“PLEASE REMEMBER
TO TURN OFF THE TAP TAP
NEXT
NEXT TIME”

TIME
‘SAVE WATER’ TVC
CONCEPT
CURIOUS, THE YOUNG
MAN LOOKS OUT THE
WINDOW TO SEE A
BUNCH OF CHILDREN
HOLDING UP SAVE
WATER SLOGANS.

VOICE OVER AND

LOGO WINDOW.
 ‘SAVE WATER’ TVC CONCEPT
• DURATION: 30 SECONDS

• LANGUAGE: REGIONAL/ ENGLISH

• BACKGROUND SCORE: TRAFFIC, DRUMS, WHISTLES,

SIRENS, VOICE OVER

• MESSAGE: I WILL DO ANYTHING TO SAVE WATER.

WHAT ABOUT YOU?
‘SAVE WATER’ TVC
CONCEPT
A FIRE TRUCK IS
SEEN SPEEDING
THROUGH THE
ROADS AND
ENTERING THE
COMPOUND OF A
BUILDING
‘SAVE WATER’ TVC
CONCEPT
THERE IS A BUZZ
AMONGST EVERY
ONE.

PEOPLE ARE
WONDERING WHERE
IS THE FIRE.

THE FIRE TRUCK’S

LADDER IS SENT UP TO
THE WINDOW OF A
CERTAIN HOUSE.
‘SAVE WATER’ TVC
CONCEPT
A CHILD DRESSED
LIKE A FIREMAN
CLIMBS OUT OF
THE TRUCK AND
CLIMBS UP THE
LADDER
‘SAVE WATER’ TVC
CONCEPT
THE CHILD CLIMBS
INTO THE
WINDOW OF A
HOUSE AND TURNS
OFF A RUNNING
WATER TAP
‘SAVE WATER’ TVC
CONCEPT
THE LADY OF THE
HOUSE LOOKS
SHOCKED AND SAYS

“YEH KYA PAAGALPAN

HAI??”

THE BOY CHEEKILY

REPLIES
“PAANI BACHANE KE
LIYE KUCH BHI
KAREGA”
 ‘SAVE WATER’ TVC
• WHY WILL THIS WORK?

• When a kid tries to teach an adult, it always

leaves an impact.
• When a kid thinks its not stupid to save water,
neither should you.
 ‘SAVE WATER’ RADIO COMMERCIAL

• DURATION: 30 SECONDS

• LANGUAGE: REGIONAL

• MESSAGE: I WILL DO ANY THING TO SAVE

WATER
 ‘SAVE WATER’ RADIO COMMERCIAL

• SCENARIO – MOTHER AND DAUGHTER ARE

TRYING TO WAKE UP SUNNY

• MOTHER – SUNNY BETA UTHO!!

• DAUGHTER – BHAIYA UTHO UTHO JALDI

• SUNNY MOANS IN HIS SLEEP, MUMBLES

GARBLED WORDS
 ‘SAVE WATER’ RADIO COMMERICAL

• MOTHER (IRRITATED) – RUKO ISPAR EK

BUCKET PAANI DAAL DETE HAI, APNE AAP
JAAG JAYEGA, PINKY JAAKE PAANI LE AAO

• PINKY MUTTERS: PAANI?

• SOUND OF A SPLASH
 ‘SAVE WATER’ RADIO COMMERCIAL
• SUNNY WAKES UP CRYING ALOUD “YEH KYA??
JUICE KYU PHEKA MUJHPAR

• MOTHER EXCLAIMS: PINKY MAINE PAANI LAANE

KO KAHA THA

• PINKY: MOM!! PAANI BACHANE KE LIYE KUCH BHI

KAREGA
• FOLLOWED BY VOICE OVER
 ‘SAVE WATER’ CAMPAIGN
• AN INTERNET CAMPAIGN USING SOCIAL
NETWORKING AND BLOGGING WEBSITES

• ‘PAANI BACHAO PAGALPAN’ FLASH

COMMERCIALS ON POPULAR WEB PAGES
ASKING YOU “HOW FAR WILL YOU GO TO
SAVE WATER?”
 ‘SAVE WATER’ CAMPAIGN
• YOUNGSTERS CAN BLOG AND SHARE THEIR
IDEAS ON WATER CONSERVATION

• ATTEND RALLIES, EVENTS ETC AS A FIRST STEP

IN SAVING WATER

• WORLDWIDE INTERNET CAMPAIGN

 CAMPAIGN PRESENTED BY
• DIVITA GUPTA

• SAURABHH DUBEY

• PRERNA PUROHIT

• KHUSHBU HISARIA
THANKYOU