The Challenge
In a span of 2 years, terrorists had shaken the world including Mumbai with around 7 bombings in major public places. The usual modus operandi was to place bombs in indiscreet bags which were then abandoned at public places.
In a span of 2 years, terrorists had shaken the world including Mumbai with around 7 bombings in major public places. The usual modus operandi was to place bombs in indiscreet bags which were then abandoned at public places.
The Solution
The team worked with law enforcement agencies, to caution the general public and build awareness. We placed special knapsacks inside Mumbai local trains, containing a device that would tick like a time bomb and then announce a safety message.
The team worked with law enforcement agencies, to caution the general public and build awareness. We placed special knapsacks inside Mumbai local trains, containing a device that would tick like a time bomb and then announce a safety message.
The Result
Within 3 months of conducting the exercise, 2140 pieces of unidentified baggage were reported and investigated. Thereby making Mumbai lot more aware and safer. This initiative is now being taken to cities across India.
Within 3 months of conducting the exercise, 2140 pieces of unidentified baggage were reported and investigated. Thereby making Mumbai lot more aware and safer. This initiative is now being taken to cities across India.
Announcement by the bag (Translated from Hindi)
SFX: Ticking of a bomb.
Voice over: Hello! Excuse me! Here friend! Yes you. You! I mean you, all of you. I’m talking to you. It’s me, the bag lying here. Did you see who kept me here? No, right? Then you all are living dangerously. Friends, some people keep books in me and some, a bomb. I’m just a warning whereas an actual bomb might not give you one. So if you see me lying unattended anywhere, inform the police immediately.
SFX: Ticking of a bomb.
Voice over: Hello! Excuse me! Here friend! Yes you. You! I mean you, all of you. I’m talking to you. It’s me, the bag lying here. Did you see who kept me here? No, right? Then you all are living dangerously. Friends, some people keep books in me and some, a bomb. I’m just a warning whereas an actual bomb might not give you one. So if you see me lying unattended anywhere, inform the police immediately.
My role – Art Direction
Company – Percept H Pvt. Ltd., India
Client - Percept
Awarded - Finalist: Cannes Lion - 2012 - Promo & Activation Lions
Company – Percept H Pvt. Ltd., India
Client - Percept
Awarded - Finalist: Cannes Lion - 2012 - Promo & Activation Lions
Released work
