Category

Award

INDIA-PAKISTAN PEACE PROJECT

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ClientBENNETT, COLEMAN & CO
ProductTHE TIMES OF INDIA
EntrantTAPROOT INDIA Mumbai, INDIA
Type of EntryIntegrated
TitleINDIA-PAKISTAN PEACE PROJECT
Product/ServiceTHE TIMES OF INDIA
Entrant Company:TAPROOT INDIA Mumbai, INDIA
Advertising Agency:TAPROOT INDIA Mumbai, INDIA
Credits
Name Company Position
Agnello Dias Taproot India Executive Creative Director
Santosh Padhi Taproot India Executive Creative Director
Agnello Dias Taproot India Copy Writer
Santosh Padhi Taproot India Art director
Chintan Ruparel Taproot India Copy Writer
Abhishek Sawant Taproot India Art Director
Rahul Kansal The Times Of India Chief Marketing Officer
Priya Gupta The Times Of India Vice President
Manan Mehta Taproot India Managing Partner
Kaushal Dhokker Taproot India Account Manager
Kaushik Iyer Taproot India Copy Writer
Swadha Kulkarni Footcandles Films Executive Producer
Vinil Mathew Footcandles Films Director

Describe the campaign/entry:

After the horrific 26/11 Mumbai terror attacks, India and Pakistan hatred was at its peak. Hostile neighbours since birth, jingoistic fundamentalism had brought the two seething nations to the brink of a catastrophic confrontation. It was in this atmosphere that the Times of India joined hands with Pakistan's Jang Group in a hsitoric first to brave the fundamentalists and launch a brave people-to-people initiative. Aman ki Asha harnessed the power of a common musical, cultural and literary heritage with artistes, musicians, poets, writers and thinkers from Pakistan courageously crossing over to the India to perform with their Indian counterparts on a public stage. The overwhelming popular response to the events created a community of peace-lovers that would stand defiantly against the blood lust for war. Today

Give some idea of how successful this campaign/entry was with both client and consumer:

The movement sparked off a raging debate on friendship and understanding versus a more populist call for vengeance. But today it has: - Music & screen icons on both sides joining the cause - Massive editorial and media PR worth over US$ 2.5 million - Commended by governments around the world - Cross - border Business & Trade Convention on the anvil - Over 40 user - generated videos - Over 150 blogs and over 15,000 dialogues - 5 Facebook communities - 12 large Music Festivals - 4 Poetry and Literature Festivals - ONE RENEWED HOPE FOR PEACE

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

On 1st Jan. 2010, soon after the first anniversary of the Mumbai terror attacks, the world's largest read English newspaper put out possibly the most courageous front page ad in the history of Indian media. 'LOVE PAKISTAN'. A massive print campaign followed asking an incredulous nation to think Peace instead of Revenge. The launch TVC was followed by eminent poets, lyricists, and screen legends lending their talents with a series of TVCs. Internet communities were formed to give peace lovers a rallying voice against the populist cry for war. Subsequently a series of music concerts and a poetry & literature festival with saw artistes from Pakistan coming together to perform all over India. Finally a schools activation programme saw students across India writing peace messages on handkerchiefs to be joined together to form a friendship chain that'll actually stretch all the way from India to children in Pakistan.