Team L&M
No need to get scandalised as this headline was given to draw your attention to a unique and creative effort. Also, it is not every day that one gets to know that the law enforcement agency (read: police) joined hands with the law-breaking community (read: pickpockets) to educate people. Well, so it happened at the world’s largest congregation of human gathering, Kumbh 2019.
To curb the menace of pick pocketers, 93.5 RED FM partnered with Uttar Pradesh Police to make devotees at Kumbh 2019 to be mindful of their surroundings and the risk of getting pickpocketed. Kumbh has, in the past too, seen rampant forms of crimes with pickpocketing being one of the frontrunner culprits.
So, RED FM hired ex-pickpocketers, and with their help, planted a wallet-size creative in the pockets of devotees in the form of quirky one-liners such as Mann Saaf Karwao, Jeb Nahi! People were taken by surprise when they chanced upon these creatives in their pockets.
Through this campaign, RED FM added a humorous touch to the persistent issue of pickpocketing and made people understand that if putting messages in pockets is that simple, it is easier to get their pockets picked. While the activation was being done, RED FM captured the same on video and created a Public Service Film of the initiative.
Here is a link for the same: https://www.youtube.com/watch?v=ghN7wednuXM
