"Thinking out of the box" is the most cliched phrase, done to death by corporates. Go to a meeting with any goddamn brand manager, sleep mid-way through the meeting and still you would have only missed out of the box :).
But is it as easy? the ideation bit might be, but execution whoaaa, that's one heck of a challenge and you know, idea is only as good as the execution.
For instance this Bingo campaign, Do check it out
Well, when everyone is going gaga over this piece, I know Indian Railways would never do that, how can you get approvals? whom and where to approach them.
Then the message announced was kind of misleading, would railways really risk that?
You know if you live in Mumbai, a platform change message can create a stampede, and believe me it will get a lot of people in trouble.
So then we come back to the point of "Idea being only as good as the execution". So was this a great viral? Yes, absolutely it was.
The agency or the brand guys nailed it, its out of the box, cause it plays around a something, that not possible, it shakes you. Its quirky or atleast the idea is, execution was simple. Get video shots of a station and dub over, minimal cost, maximum impact.
I had seen this video being floated around on all social channels and it had a great Viral value to it. Announcing something crazy on a public announcement system on Indian railways, also cannot establish the credibility of the video, see its internet so company was also not liable, brilliant!!
Think again out of the box, yes yes yes !!
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