Showcasing diversity
Which is your favourite campaign and why?
Back in the Doordarshan days, when I was a kid, there used to be one ad that I always looked forward to catching on TV and no matter how many times I saw it, it never got boring. It was the “Mile sur mera tumhara” ad. Even after over 30 years, I still remember every scene of the video, I know the song word for word, I can even tell you the sequence in which the celebrities appear in the video and it still manages to give me goosebumps. I am certain that there would be many like me who would feel exactly the same way about Mile sur mera tumhara..
On what parameters did you base your decision?
To be honest, my answer was instinctive, but if you think about it the campaign is timeless, it was relevant then and it can be relevant now, maybe now more than ever. So, for me a campaign that is timeless is an important criterion in itself. In this case it is clubbed with an extremely memorable song and a powerful message and hence it has always been my favourite.
What are the highlights of the campaign?
It was a national integration campaign so it was intended to promote unity and pride amongst Indians. The campaign highlighted India's unity in diversity by showcasing different communities, societies and culture of India, and what better way to drive the message home than using celebrities from various industries like film stars, cricketers, athletes and musicians.
Did this campaign inspire any of your work? What are your takeaways from the campaign?
I was in school when this campaign came out, as a child it made me feel proud about India, it showed me the diversity and potential of what we have at home. I believe some of the best work happens when talented people from different walks of life with different expertise collaborate together, “Mile sur mera tumhara” was one such example, for me this was an important take-away and it is still an example I use to encourage collaboration. As a brand practitioner speaking from a branding point-of-view, campaigns like these help sensitising people towards diversity, it encourages empathy, both of which are necessary for creating brands.
Do you remember some of the names who worked on the campaign?
Yes. Piyush Pandey was the one who wrote the song. Ashok Patki and Louis Banks were involved in the music.
What could have been done to make the campaign better?
The campaign was perfect for its day. I am sure with time one may feel a few things here and there could have been different, and in fact, as a kid I wanted to see more cricketers in the video. I wish this campaign was updated every few years to make it relevant to every generation without diluting its core essence and the message. I know a decade back they had recreated “Mile sur mera tumhara”, but it wasn’t the same, the essence was lost, it lacked diversity and banked hugely on popular Bollywood stars.