Vodafone DM WE.CYCLE MYSORE by Ogilvy & Mather Mumbai

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WE.CYCLE MYSORE

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Industry Mobile Communications
Media Direct marketing
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Joono Simon
Copywriter Swarupa Sridharan, Sanjay Ramanathan, Pawan Mahalingam
Illustrator Rishidev Rk, Cpk Ranjith
Released November 2012

Credits & Description

Advertiser: VODAFONE
Agency: OGILVY & MATHER
Category: Corporate Image & Information
Advertising campaign: WE.CYCLE MYSORE
National Creative Director: Abhijit Avasthi (Ogilvy/Mather/India)
Senior Creative Director/Copywriter: Arkadyuti Basu (Ogilvy/Mather/India)
Illustrator: CPK Ranjith (Ogilvy/Mather/India)
Senior Films Executive: Neha Kapoor (Ogilvy/Mather/India)
Copywriter: Sanjay Ramanathan (Ogilvy/Mather/India)
Senior Art Director: P Shyamraj (Ogilvy/Mather/India)
Copywriter: Pawan Mahalingam (Ogilvy/Mather/India)
President: Simmi Sabhaney (Ogilvy/Mather/India)
Copywriter: Swarupa Sridharan (Ogilvy/Mather/India)
Executive Creative Director: Joono Simon (Ogilvy/Mather/India)
Creative Controller: Kishore Kumar (Ogilvy/Mather/India)
National Creative Director: Rajiv Rao (Ogilvy/Mather/India)
Illustrator: Rishidev Rk (Individual)
Vice President/Account Mgmt: Deepika Tiwari (Ogilvy/Mather/India)
Associate Creative Director/Art: Jaffer Vemmully (Ogilvy/Mather/India)
Senior Account Executive: Pramod Khatawkar (Ogilvy/Mather/India)
Vice President/Digital: S Vidyaramanan (Ogilvy/Mather/India)
Associate Creative Director/Copywriter: Sraman Majumdar (Ogilvy/Mather/India)

Outcome
The results exceeded our expectations:• 17,000 people cycled to light up the palace• 10,000 bulbs were lit using pedal power• 55,000 watts of electricity was generated• 5000 litres of petrol was saved• 800 kgs of coal was saved by the palacePost the event, Mysore roads have dedicated cycling lanes. And two of the city colleges have declared their campuses cycling-only zones. Who could ask for more?

Execution
People won't cycle just because we ask them to. But if we can get them to cycle for a cause that is fun and exciting, we have a better chance of introducing citizens to the joy of cycling. The Mysore Palace light show attracts visitors from across India. It's also a huge drain on resources, consuming large amounts of electricity and coal. If cycling could generate clean power to light up the palace, it would serve as the perfect testimonial to the ecological benefits of cycling. It was also a clever take on Vodafone's promise: "Power To You."

Implementation
To shake people out of their apathy, we used the 500-year-old Mysore Palace as an emotional trigger. Every Sunday, the palace puts up a dazzling light show. We decided to use cycles to generate the power to light up the palace on Dussehra, India's biggest festival. We wanted this to create a buzz around cycling and get a few thousand citizens to cycle for the cause.

Client Brief Or Objective
Mysore was once one of the cleanest cities in India. Over the years, it has become increasingly polluted and congested. Vodafone Social Initiatives decided to promote cycling in the city in a bid to counter pollution. The campaign was directed at the citizens of Mysore, appealing to them to start cycling.