O&M rings the bell for Breakthrough's new Bell Bajao campaign

O&M has unveiled the second phase of the Bell Bajao campaign for Breakthrough Trust. The maiden campaign, aimed at bringing domestic violence to a halt, was launched last year and besides generating buzz on the web through its website www.bellbajao.org, went on to win awards as well. The new campaign takes the movement forward in the form of true stories that it has inspired.

The concept of Bell Bajao (Ring the bell) is based on a simple thought: If you're a witness to domestic violence in your neighbourhood and if it is unfolding behind closed doors, go ahead and ring the doorbell of that house. The sound of the ringing bell acts as distraction enough to bring the act of violence to a halt, albeit temporarily.

But the excuse for ringing the doorbell is silly enough for the oppressor to realise that his violent acts have been recorded and are condemned by his neighbours.

View TVCs here

Ogilvy says the new set of commercials for the Bell Bajao campaign are inspired from true stories of people who have done their bit towards stopping domestic violence, by ringing the bell. Ryan Mendonca, copywriter on the campaign says, "It would be a little hard to document every act of ringing the bell that this campaign has inspired. But people have written in on our microsite - www.bellbajao.org, stating how they made a difference to an abused household by ringing the bell."

He added, "Last year's Bell Bajao campaign went on to become a movement. The task given to us was to keep the movement going by creating a fresh television campaign and getting more people involved in bringing domestic violence to a halt. We wanted to retain the simplicity of the campaign and demonstrate how little it takes to make a difference."

The TVCs have been directed by Bauddhayan Mukherji of Little Lamb Films.

Credits

Project: Bell Bajao
Client: Breakthrough Trust
Creative agency: O&M, Mumbai
National creative director: Rajiv Rao, Abhijit Avasthi
Creative director: Zenobia Pithawalla
Copywriter: Ryan Mendonca
Art director: Mark Benjamin
Client servicing: Suchitra Maddidi
Production house: Little Lamb films
Director: Bauddhayan Mukherji
Producer: Supratik Datta
Post-production studio: Pixion
Media used (TV/print/outdoor): TV/outdoor