THE HINDU'S #UNDERMYWATCH SHOWS THE POWER OF A STARE

The Hindu Group has a new TVC, which demonstrates what a stare can do. The #UnderMyWatch TVC urges citizens to make a small difference by correcting a wrong with an unwavering stare. But could it possibly drive a positive behavioural change? Explaining the insight behind the new TVC and its celebration of socially and politically conscious citizens, Dr Sathya Sriram, Head of Strategy & Marketing, The Hindu Group, points out, “The Hindu Group has always stood for the conscious and responsible reader. For over 140 years, our journalism is focused on both shaping and reflecting public opinion. #UnderMyWatch is a celebration of the many conscious citizens who are contributing meaningfully to their communities, in small and big ways. Our goal was to inspire more individuals to do their small bit, whenever an opportunity presents itself, towards bettering our society.”

While the previous campaign ‘Behave Yourself, India’ specifically targeted the youth, #UnderMyWatch talks to a much wider audience. It shows them that even without using force or uttering a word, they could compel others to do something good with a simple stare. The campaign calls upon readers to share stories and instances of how they have stared their way into making a little difference and driving a small change. Explaining how the film has the potential to gather momentum and grow to become a mass movement driving substantial change, Mahesh Gharat, Chief Creative Officer, Ogilvy, Bangalore, says, “The readers of The Hindu are more discerning. In a way, they are the custodians of morality for society. They are not passive recipients, but are active members in upholding law and order in society. Through #UnderMyWatch, we wanted to give them a platform to bring about a change. And that is how this campaign was conceived.”