Concern India, Breathe Easy: Cars

1 bus means 40 less cars fighting for parking space.
Board a bus. Breath easy.

Advertising Agency: Ogilvy & Mather, Bangalore, India
Creative Directors: Vipul Thakkar, Shamik Sengupta
Art Directors: Febyn Roy, Ajesh N
Copywriters: Devaiah Bopanna, Kunj Shah
Illustrator: Nithin Rao Kumblekar
Published: July 2010

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33 comments

CommandZ's picture
CommandZ
2472 pencils

I like the line, but it is very see & say isn't it?

Guest's picture
Guest

Nice, but it should be "fewer", not "less".

Guest's picture
Guest

Yes. I wonder if this ad has gone through CDs and ECDs and NCDs without anyone pointing out the glaring mistake.

velle's picture
velle
1550 pencils

yo. this is from non-native english speekading bangalore, INDIA. primary language is Hindi (i think) followed by 12,000 other dialects, then English. minor grammatical errors may happen.

Billoughsby's picture
Billoughsby
5091 pencils

Nice illo.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

TommyO's picture
TommyO
1866 pencils

Kinda funny, especially when I noticed that it was made in India, where - so I heard - the buses and all public transportation is already too crowded to breath.

ScottaY's picture
ScottaY
36 pencils

That is exactly why we use cars.
Fail ad. Nice work on the ad, but theres nothing in it to make it effective. The Reality of the situation is ignored. I'd rather not have my face in someones armpit, thank you very much.

Ed Rapport's picture
Ed Rapport
724 pencils

I thin k people aint that dumb to not know that "fewer" and "less" means the same.. I agree with fewer it reads better.

Sushi lover's picture
Sushi lover
905 pencils

like it

Dream needs to be big!

Guest's picture
Guest

Shouldn't it be 'Breathe', while you're at it?

Guest's picture
Guest

Yes another typo.

akshaysrikar's picture
akshaysrikar
420 pencils

easy said than done. public transport in India is not as easy or comfortable as this ad makes it looks like. its far worse. but it is true.

good campaign to deaf ears. thats what this is.

Guest's picture
Guest

It is a very good campaign.

@ All the people who think of Indian buses being crowded:
You've been here a long time ago. You have to visit the Indian cities now and then you'll know the improvements in the facilities! But, at the same time, rural India still has the older buses (where no one needs to worry about parking for obvious reasons).

Guest's picture
Guest

Good stuff.
The line could have been better and maybe a little bigger. Otherwise its nice, simple and gets the point across-- which is the point of the ad in the first place.

Guest's picture
Guest

The BMTC and KSRTC bus service in Karnataka is very good. It is easy, comfortable and affordable.
I assure you that your face won't be shoved into someone else's armpit :)
In fact a lot of IT companies have a designated bus day per month to encourage people to use public transport.
I can't speak for the rest of India. When you come to Bangalore, do give the bus a shot. And am sure you'll change your opinion.
And, by the way, this campaign was done for only Bangalore.
You could check out these websites for their services: http://www.ksrtc.in/index.html, http://www.btis.in/bus
Thanks

Guest's picture
Guest

From: P.T. Bopanna, Freelance Journalist, Bangalore

The ad makes sense, especially for a city like Bangalore in India, where commuting is a nightmare. In the past, the condition of the public transport buses were pathetic in Bangalore. The software crowd preferred to take their cars, rather than use the stinking public transport. Now, things have changed. There are air conditioned luxury buses. It makes sense to use these sleek buses, rather than use private transport in the crowded streets. We need to see more such ads to help Bangalore become a livable city.

Guest's picture
Guest

From: P.T. Bopanna, Freelance Journalist, Bangalore

The ad makes sense, especially for a city like Bangalore in India, where commuting is a nightmare. In the past, the condition of the public transport buses were pathetic in Bangalore. The software crowd preferred to take their cars, rather than use the stinking public transport. Now, things have changed. There are air conditioned luxury buses. It makes sense to use these sleek buses, rather than use private transport in the crowded streets. We need to see more such ads to help Bangalore become a livable city.

rurorjuror's picture
rurorjuror
733 pencils

then copy should've mentioned something about improvements of the new bus, I think... not just repeating what we can see on the illustration.

gbl's picture
gbl
451 pencils

Indians already know about the improvements, is not a new thing. And the Ad are not done for tourists.

Guest's picture
Guest

LIC:
Good idea but a little too direct in terms of representation... give the reader a little somethin extra to ponder over...

Tripioso's picture
Tripioso
466 pencils

Well. It seems we need to be indian citizens to understand it. You can choose for public transport where it is clean and comfortable. Like Dubai, or North Europe. But if people makes the effort to buy a car, is exactly for not to live again what you live in an average bus.

Life's a Trip. Enjoy the Ride!

Guest's picture
Guest

ok

Guest's picture
Guest

It's a great ad with a great message. The biggest problem here is that the message should be larger, darker, in general more visible. The grammatical mistake is there, yes, but I don't know if the target audience will notice or if so mind too much.

Francesco1n's picture
Francesco1n
73 pencils
Guest's picture
Guest

40 less cars or 40 less bikes? Or do buses keep changin their size?

ivan's picture
ivan

You're not fitting the vehicles into the bus, but people. :)

Ivan Raszl, admin of AotW

Guest's picture
Guest

nice one...hope the statistics of 1 bus to 40 cars is correct...like the dog:)...

Guest's picture
Guest

"It is easy, comfortable and affordable.
I assure you that your face won't be shoved into someone else's armpit :)"

I don't know what Utopian part of Bangalore you're living in, but clearly you're not paying attention to what goes on. Just a few weeks ago, I witnessed a guy fall off a moving bus, after having tried to hang on despite the fact that the bus was overflowing with people and bursting at the seams. And this was on the main road to the airport, near Yelahanka.

aji pam's picture
aji pam
94 pencils

the pizza stuff... really need to be there?

Paridhi.'s picture
Paridhi.
122 pencils

India rocks...!

Guest's picture
Guest

very nice n true fact

Guest's picture
Guest

why bus dont have tires

Guest's picture
Guest

To save air for you to breathe easy

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