The campaign ‘Operation Khataara’ was an initiative by Mumbai Mirror that identified abandoned vehicles left on the streets of Mumbai, as the most-wanted abettors of crime in the city. Residents were asked to report these ‘criminals’ via email and whatsapp, along with their image and location. This data was then collated and shared with the BMC, leading to a drive to rid the city of these Khataara Vehicles.
The Yellow Compass was brought on board to amplify the message and ensure a surge in the number of calls / messages and emails we received. To make the campaign more effective, we created an influencer campaign, where we roped in comedian Jose Covaco, and collaborated with him on 4 funny video scripts, each of which tackled a different aspect of the campaign. This Award Winning campaign resulted in a spike in the number of khataaras reported and made Operation Khataara a household name.
ClientMumbai MirrorServicesSocial Media Marketing, Digital Advertising, Influencer Marketing, Video ProductionLinkmumbaimirror.indiatimes.com
