Cannes Lions

STOCK IMAGES PROVIDERS

PUBLICIS COMMUNICATIONS, Gurgaon / INDIA PICTURE / 2011

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Overview

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Credits

Overview

Execution

Blowup.co.in offered free images of public property to violent protesters. Message - burn the images, spare the public property.The website was promoted through NGOs, word-of-mouth, emails, phonecalls, facebook page, video letters to political parties.First the Gujjar community that's fighting for reservations, then an angry mob in Bihar, used the idea to send a message to the government by burning images of a local bus and a government car.We showcased these two ‘demonstrations’ at an Exhibition followed by a Panel Discussion between leaders from three big national parties, Congress, BJP, BSP. The creative community was also invited.

Outcome

Blow Up sparked off many debates.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.Conversations among creative communitiesThe CEO, Dushyant Mehta on national TV - Doordarshan and other channels.Potentially we saved Rs. 70,00,000 of tax payers’ money.All for the cost of two life-size prints and cocktails for 200 Exhibition guests.

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