Brand Experience and Activation > Product & Service

LET GANDHI TALK

PUBLICIS COMMUNICATIONS, Gurgaon / IN GANDHI'S SHOES / 2009

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

Overview

ClientBriefOrObjective

To promote Gandhi's message of peace and non-violence to the youth. This youth is very skeptical of these messages. Over the last six decades Gandhi has been turned into a statue, mural, photograph, postage stamp and currency note.

Our idea was to unmute each of these symbols and Let Gandhi Talk again to the nation.

Implementation

On 30th of January every year India remembers Gandhi's death.

We decided to use the day to re-present Gandhi to the youth of the nation.1. We made two-feet long Gandhi's shoes. Students, victims of violence and celebrities came and stepped in these shoes and spread Gandhi's message of peace.

2. We used the largest circulated paper in the country: The Indian currency notes, which have the image of Gandhi. 3. The same stickers were used to Let Gandhi talk to people who wouldn't listen us.

Outcome

1. Students, victims of violence stepped into Gandhi's shoes and spread his message of peace.

2. 300 shopkeepers from one of the biggest markets in the city voluenteered to spread the message through the Indian currency notes.

3. People used Gandhi to talk to people who wouldn't listen to us.

4. Gandhi is back in circulation.

5. The youth (the most skeptical of Gandhi's message of peace) are becoming ambassadors of Gandhi in a way they never had.On 2nd October this year the idea is to unmute Gandhi's statues everywhere in the world.

Relevancy

They are number of movies on Gandhi.

The government releases advertisements every year on his birthday and death anniversary. In fact Gandhi is everywhere and yet he is a blind spot.

We needed to communicate to the youth in a way that made them believe they are participants rather than just recipients of a message.

More Entries from Charities, Public Health & Safety, Public Awareness Messages in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
YUBARI

Travel, Entertainment & Leisure

YUBARI

YUBARI RESORT, BEACON COMMUNICATIONS

(opens in a new tab)

More Entries from PUBLICIS COMMUNICATIONS

24 items

Gold Cannes Lions
SKY

Posters

SKY

PUBLICIS, PUBLICIS COMMUNICATIONS

(opens in a new tab)