Cannes Lions

STOCK IMAGE PROVIDERS

PUBLICIS COMMUNICATIONS, Gurgaon / INDIA PICTURE / 2011

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Overview

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Credits

Overview

Description

This film is part of a campaign to save public property by an image bank.

This film was projected at an Exhibition and a Panel Discussion at India Habitat Centre, a very popular cultural centre of New Delhi.

Politicians from India's biggest parties, including Congress and BJP were invited along with activists and NGOs. Leaders from such entities normally provoke their followers to burn public property during protests worth millions of taxpayer's money.

These video letters were addressed to them asking them to download an image, make an effigy and burn them instead of burning public property worth millions.

Execution

Blow Up offers free images to violent protesters with the message: Burn the images, spare public property.Channels:1. The website blowup.co.in was created to host the free images.2. Video Letters – video letters addressing violent protesters were sent out to political parties, directing them to blowup.co.in.3. On Ground Effigies: Protesters held rallies to burn effigies of public property downloaded from indiapicture.in instead of actual public property.

4. NGOs, word-of-mouth, emails, phonecalls were used to contact communities.5. Social Media: a Facebook page to interact with the communities that want to use the idea in future.6. Exhibition of images from the events, where the main target audience - advertising and other creative communities – was invited.7. A Panel Discussion was held between the leaders of 3 of the biggest Indian political parties – Congress, BJP and BSP - along with senior civil servants and an ex-Army chief.

Outcome

Political leaders saw that burning images draws media and government attention, without burning public property.

Leaders from two locations known for violent protests burnt images of public property in their demonstrations.Leaders from Mumbai, Goa, and the highly volatile Kashmir are keen to use images in their future protests.29% increase in clicks on indiapicture.in within 1 week of first event, and conversations begun among creative communities.The CEO, Dushyant Mehta, appeared on national TV, Doordarshan and other channels.Potentially we saved Rs. 70,00,000 of the tax payers’ money, all for the cost of two life-size prints and cocktails for 200 exhibition guests.

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