Team behind police's witty campaigns targets youth
“Maine thodi hi pee thi. Pata nahi alcohol metre mein kaise aa gayi” #Nomoreexcuses… such witty social media messages can be seen on the Delhi Police’s twitter handle. Very few, however, know about the dedicated team behind these colourful and creative messages. The group takes care of the twitter handles of both the Delhi Police and the Delhi Traffic Police.
Group member Ankur Pujari, 31, first thought of starting his own venture while working in Singapore. He discussed the idea with his friend Kiran, who also gave a fruitful response. Both of them then decided to take the plunge and started their own firm, Astral Advertising.
Amit Panwar, the third business partner, then joined them. The company, which is over a year old, has grown from three to 18 members now. They took over the twitter handles of the Delhi Police and the Delhi Traffic Police nearly seven months ago and from then on, they gave been targeting the urban and the young.
Pujari revealed that their aim is to build a platform for proactive communication and to engage the youth, for instance with campaigns like the recent ‘#no more excuses’ against drunken driving. The video shows a gang of boys drinking together and then setting out for a joyride that meets a fatal end. It also shows the data about road accidents and emphasises on how important the youth of the country is to the nation.
“Our approach is very urban, with an inclination towards the youth. In January, keeping in mind the Republic Day and security concerns, we would start a campaign that would require the response from the public, such as calling cops. We want to make a point but we will also make it a bit funny,” Pujari said.
The mastermind behind the content is Kiran Khadke, who has 5-6 people working along with him. Khadke says: “There’s no magic! Our work with the Delhi Police or any other client is a blend of being original, relevant, and emotional and not being crazy just for the sake of it.”
“I tend to ask a lot of questions from the client. Good creative is a function of sharp brief, lot of relevant information, and a dash of popular culture that people can relate and share. The Delhi Police is an interesting turf. Awareness issues are very sensitive, so we have to be very sharp in choice of words, be within boundaries and yet be creative. So, the team’s mantra is ‘keep referring back to the brief, strive for perfection’,” he adds.