The World’s First Streets Named After Street Kids for Door Step School

As you can imagine, it’s not easy being a kid in the slums of Mumbai. Life is tough, parents often work day and night but barely make enough to put food on the table. On the other hand, the goons and slum lords seem to have all the time, money and respect a child could want. Unfortunately, without other role models, the criminals are who the children begin to look up to and school falls by the wayside. FCB Interface and Door Step School sought to give these impressionable kids new role models, and while doing so, get them to believe in education and making a better future for themselves. Streets in India are named after famous people but the slums of Mumbai are a maze of hundreds of narrow, crisscrossing streets, many without names. The campaign named streets in Mumbai’s Ambedkar Nagar slum, home of more than 2.4 million people, after the best academic performers in school. The children were celebrated in a road naming ceremony with the community and celebrities in attendance.
Video below:
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Via: Best Ads on TV

Airport Fitness & Fun with Farmlite

JCDecaux India recently worked with ITC Foods to launch their Farmlite biscuits at Bangalore airport through a uniquely engaging activity.
The campaign’s concept was built upon Farmlite’s message of having fun while staying fit. It was delivered in two parts with both containing elements of surprise which left a lasting impression with the passengers.
1. Pedal Power at Luggage Conveyor Belt
Farmlite cleverly made use of passengers’ waiting time at the luggage reclaim belt. While passengers were waiting to reclaim their luggage, the conveyor belt stopped unexpectedly, and could only be re-started by pedaling on bicycles hooked up to it. Passengers had to volunteer to pedal to get the belt working again. Everyone was rewarded with packs of Farmlite biscuits arriving on the belt, followed by their luggage.
2. Farm Scene in Arrival Area
In addition, the entire domestic arrival baggage reclaim zone was converted into a farm scene using strategic use of advertising panels.
Farmlite’s understanding of the airport environment led it to transform the mundane task of waiting for luggage into an engaging and fun activity with even a bit of a workout! This unique event generated a high number of tweets coming directly from passengers expressing their delight in this memorable campaign.
FMCG Success at the Airport
We often expect to see brands such as fashion, fragrances and motors at airports. But this is a great example of an FMCG brand making clever use of the airport environment to create a lasting impression through unusual engagement and unique sampling initiatives.
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Via: JCDecaux OneWorld

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