Meet the agency behind Mumbai Police’s latest campaign

• Mumbai Police’s latest campaign, #MainBhiMumbaiPolice, is an initiative by Lowe Lintas and GolinOpinion to support the force by reminding citizens to take the necessary precautions for the well-being of their family and our country.
• We reached out to Sagar Kapoor, CCO, Lowe Lintas and Ameer Ismail, President, GolinOpinion to get behind the scenes, understand the challenges of making an advertisement amid a nationwide lockdown and the idea behind the campaign.

The world is living history right now. With majority of the world in a lockdown, we are living in unprecedented times. And Mumbai, an otherwise fast-paced-city that never sleeps has suddenly come to a halt. The busy streets, crowded trains and daily hustle-bustle has poofed with the advent of COVID-19.

Mumbai Police has stepped up, as always, to help the city navigate through challenges, whether its on-ground or on social media. The government body is using its wit and humour on social media to break the tension in the air and resonate with today's youth.

They have used the quirkiest ways possible to urge them to be sensible, alert and safe. From various pop culture references to turning board games into quirky posts, our Mumbai Police has used it all.

It's latest campaign #MainBhiMumbaiPolice, in a stern voice, aims to tell Mumbaikars to become responsible and follow the task of self-policing.

The initiative is a tribute to Mumbai Police’s efforts on-ground, who combat the deadly virus ensuring our safety and well-being. It urges citizens to consider themselves an extension of the force by taking on the highly responsible task of self-policing; thus ensuring that their family members stay inside their homes and keep everyone away from any risk of infection.

The campaign has been further amplified by well-known celebrities like Anushka Sharma, Virat Kohli, Kareena Kapoor Khan, Sonam Kapoor, Rhea Kapoor, Sonakshi Sinha, Neena Gupta, Rahul Bose and many more on their respective social media platforms.

We reached out to Lowe Lintas and GolinOpinion, the agencies behind #MainBhiMumbaiPolice to understand what kind of response did they receive for their campaign, here is what they said: