The solution was to reduce the ghetto-isation of minds and hearts by bringing both people face to face once again with the shared cultures of a common heritage.Launched on the 1st of Jan with the most courageous full front page in Indian media history, the campaign sparked off a public debate that saw a saw the roll out in print, television, radio and outdoor underlining the same incredulous notion.Meanwhile renowned poets, lyricists and screen megastars were roped in to the cause. Anthems were composed, an Indo-Pak music album released and editorial support activated on a huge scale.The second leg saw several heavily-advertised Music Concerts and Poetry-Literature Festivals across India with iconic names from Pakistan crossing over to perform with Indian legends to massive crowds.

A school activation campaign saw a handkerchief chain with peace messages by children actually stretching all the way from India to Pakistan.

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