The more i hear about Mumbai, the more i'm impressed by the city. Operation Citizen Alert (OCA)comes as yet another reinforcement of my belief that Mumbai is one professional citzenry. OCA is an ad campaign brought out by Grey on behalf of the Mumbai Railway Police. As part of the campaign 1 Rupee coins are left randomly at public places such that they catch the eye of passing people. When picked up the coins will be found to have a sticker on them which would read
"If you are as alert to unattended baggage, lives can be saved".
This is a brilliant campaign. The message really 
hits one, as he/she is caught in the act. With the only requirement being Re 1 coins and stickers, this is easily one of the most cost-effective campaigns in a long long time. Moreover, Grey worldwide has reportedly donated the coins for this campaign.
The RBI deemed it "a contempt of currency" reportedly, but this response does raise a valid question. Should this campaign be seen as a defilement of the 1 Re coin? Personally, I don't think so. As a one off campaign, there shouldn't be any concerns. But it would be a different story if the multitude of advertisers take this cue and bring out similar campaigns. Its probably in anticipation of that, this reaction from the RBI
To come back to where i started, i am really impressed by the modern outlook of the Mumbai Railway Police. It is very rare to see such innovative campaigns associated with the public sector.
I've heard so much good about the people of Mumbai...the 6 sigma certified dabbawallahs...to the minute precise local trains....no nonsense professionalism of the public....the undying spirit demonstrated through the flood and blasts....Great city!!
Wednesday, November 08, 2006
Operation Citizen Alert
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this is really interesting. but most of them will not be able to read english. what of them? and most of them who will want to pick up these coins will know to read! thats gonna be tough!
ReplyDeletei dont know what they have to say for this.
@shobz
ReplyDeletethe fact that me sitting in b'lore and u sitting in s'pore are aware of this campaign, is proof enough of its success
nothing matches word of mouth when it comes to disseminating information. with money being the arbitrator here, i'm sure every soul knows about this campaign, even if they haven't seen one coin for themselves :)