Category

Award

Direct & Sales Promotion 2009

LET GANDHI TALK - CURRENCY

Short List
ClientIN GANDHI'S SHOES
ProductNON-PROFIT ORGANISATION
EntrantPUBLICIS INDIA Gurgaon, INDIA
Type of EntryDirect: Use of Media
CategoryAlternative Media
TitleLET GANDHI TALK - CURRENCY
Product/ServiceNON-PROFIT ORGANISATION
Entrant Company:PUBLICIS INDIA Gurgaon, INDIA
DM/Advertising Agency:PUBLICIS INDIA Gurgaon, INDIA
Credits
Name Company Position
Emmanuel Upputuru Publicis India Chief Creative Officer
Shailendra Uniyal In Gandhi's Shoes Founder
Mohit Tomar Publicis India Creative Director
Ritu Sharda Publicis India Creative Director
Anindya Banerjee Publicis India Senior Creative Director
Jagjit Singh Publicis India Creative Group Head
Shikha Sud Publicis India Creative Group Head
Nitesh Sah Publicis India Creative Group Head
Amitav Misra Publicis India Creative Group Head
Vivek Anand Publicis India Production Manager

Describe the brief from the client:

In India, violence and crime are on the rise. India needs Gandhi's message of peace and non-violence, once again. And who better to spread the message than Gandhi himself. Every Indian currency note has a picture of Gandhi on it. We decided to make Gandhi talk again by using this medium. We made Post-its in the shape of speech blurbs which had Gandhi's quotes on it. People stuck these Post-its next to Gandhi's picture on the note. So now every time the Indian Currency Note exchanges hands, so will Gandhi's messages.

Creative Execution:

1. It is the largest circulated paper in the world. 2. Every Indian Currency Note carries the picture of Gandhi. So what better way to spread his message than using the note.

Describe the creative solution to the brief/objective.

Post-it notes in the shape of speech-blurbs were printed which had quotes of Gandhi. Over 300 shopkeepes at Sarojini Nagar, New Delhi a very crowded market where a bomb blast killed 53 people in 2005 have volunteered to distribute these to their customers. Every time they hand out change they stick a quote of Gandhi on the currency note and then give. So every time the Currency Note exchanged hands, so will Gandhi's message.

Describe the results in as much detail as possible.

1. Over 300 shopkeepers have volunteered to take the idea forward by distributing the stickers to their customers. 2. The notes with Gandhi's message are in circulation. 3. Gandhi had started talking 61 years after he was killed. 4. The media has picked up the story and the idea is getting coverage in popular newspapers and television channels. Gandhi is back in circulation.