Cannes Lions

BEHAVE YOURSELF, INDIA

OGILVY & MATHER INDIA, Mumbai / KASTURI & SONS / 2013

Case Film

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Overview

Description

A college professor announces that the class will have a political discussion on the rural development bill. He further explains that those on his left side will speak in favour of the bill, while those on the right will speak against it. In the end, he adds that he expects complete parliamentary behaviour. A student from the right side gets up and starts making his point. Soon enough, just like in the Indian Parliament, students from the other side get up and start attacking his notes and pulling him down. In no time, pandemonium breaks loose in the classroom. Over the chaos, Mahatma Gandhi’s favourite tune, 'Vaishnava Jana To' starts playing. It is a song that every Indian knows, a song praising ideal conduct.

The irony is unmistakable, reminding us as a nation of how far we’ve fallen from our ideals. A super appears: “Behave yourself, India. The youth are watching.”

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