Cannes Lions

THE TIMES OF INDIA

TAPROOT INDIA, Mumbai / BENETT & COLEMAN / 2010

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Overview

Entries

Credits

Overview

Execution

On 1st Jan, the world's largest-read English newspaper launched a courageous Promotion and Activation initiative.

Calling for a seething nation to consider Peace over Vengeance, the campaign first inspired legendary poets, musicians & movie stars to come on board.

A music festival promoted across India saw artistes from both sides braving the fundamentalists to perform free before huge crowds. Next, we activated a cross-border poetry & literature festival to equally overwhelming response.

Finally the Schools Activation saw Indian students scribbling peace messages on lakhs of handkerchiefs joined into a friendship chain that'll actually stretch all the way to children in Pakistan.

Outcome

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 over US$ 2.5 million- Commended by governments around the world- Cross border Business & trade convention on the anvil- Over 40 user generated videos- Lakhs of blogs and social networking debates- 5 Facebook communities - 12 huge music festivals; an Indo-Pak music album- 4 Poetry and Literature festivals- ONE RENEWED HOPE FOR PEACE

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