Desh ka mail – Indian Railways

Agency: Ogilvy and Mather
Production House: Nirvana Films

Wow! What an ad! Very rarely do you see ads that make you smile. Everyone has been aboard the India railways and the pleasure of travelling a long distance on train with family or friends is something most of us are familiar with. The ad brings to life the very thought of enjoying oneself on the train.

The TVC was launched on the first day of the Commonwealth games and sent a feeling of pride through everyone who felt even a little patriotism that day. The ad continues to entertain one and all since that day. The brief was simple to create an ad that was engaging and interesting for a brand that was probably the most well known in the country but not often seen as one.

The idea to shoot in Kolkata was to get a surrounding that looked overly Indian without being specific to any culture. And the ad does achieve that. The human train that is created in the ad comprises of the young and the old, the rich and the poor making their way as though they are a train through streets and homes in the country. It seems to project that it is a part of everyone’s life and you cannot remain untouched by the Indian Railways.

The song that accompanies the commercial is beautiful and you cannot help but sing along to the mind tingling tune of “Rail gaadi, rail gaadi chuk chuk chuk chuk rail gaadi”. The ad has been shot very well in the not so dominant surroundings of Bengal and reflect life, colour and exuberance that the Indian Railways all stand for today.

The commercial remains etched in our minds and we relive it once again as it keeps playing on television often, it reminds us how we were as kids running around the playground in a human train. The Indian railways maybe the oldest brand in India but the ad suggests that it still has a childlike quality of being curios and adapting with the times. This is easily a first in many more changes that we are about to witness.

Karan Khanna

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