Ogilvy & BIG FM collaborate for awareness campaign on Uttarayan

Ogilvy Big FM Uttarayan

A talking parrot character was created by Ogilvy & BIG FM to raise awareness about the perils of glass-coated threads for birds in the sky.

Uttarayan is a fun festival that people, especially in the state of Gujarat, love to celebrate. On the day, the sky turns into a canvas where thousands of colourful kites take over. While joy is in the air, pretty much literally, birds are often seen to fall casualty to the merriment. The culprits in the case are the glass-coated strings that are used to fly these kites that engage in a duel in the sky, people cutting one another’s kites. Frequently, birds get caught in this string fight and are either maimed or killed. BIG FM collaborated with Ogilvy to raise awareness around the issue.

A narrative involving a talking parrot was created towards the same where BIG FM RJs could be heard interviewing a talking parrot, who responded to the RJ on the issue. The activity took place on the Uttarayan morning in Baroda and Surat. Before the launch, a teaser was released in the voice of the same parrot, on BIG FM.

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Kiran Anthony and Mahesh Gharat, CCO – Ogilvy South (India) said, “Uttarayan is a festival that we look forward to as it is beautiful to see the sky turn colourful on that day. But in the midst of this fun activity, the biggest danger is faced by birds who die because of the glass coated threads tangling in the sky. We wanted to make people aware of the dangers of using these threads and who better than the bird itself telling the world how it feels. We turned a Parrot into a spokesperson who will drive home the message of the dangers of using glass coated threads and appeal to people to use non-glass coated threads.”

Sunil Kumaran, Country Head – Product, Marketing and THWINK BIG, BIG FM added, “Uttarayan, also known as the new year in Hindu calendar, brings a lot of hope and happiness amongst people. However, as we all look forward to the sky turning colourful with bright kites, it is also important to address how dangerous it is to the birds. At BIG FM, we have always believed in creating and promoting thought-provoking and purpose-driven campaigns. We are glad to partner with Ogilvy who has taken a step further in raising awareness and delivers an important message to the celebrants of the festival.”



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