Reliance Media Works DM SILENT NATIONAL ANTHEM by DDB Mudra Group Mumbai

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Industry Cinemas, Theatres & Concert Halls, Publishing, streaming & media
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Art Director Deepak Singh Dogra
Producer Hemant Bhandari, Aaliyah Sen Sharma
Released December 2010

Credits & Description

Category: Best Low Budget Campaign
Product/Service: CINEMAS
Date of First Appearance: Dec 22 2010
Entry URL:
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Copy Writer: Bobby Pawar (Mudra Communications)
Art Director: Deepak Singh (Mudra Communications)
: Amit Sharma (Chrome Pictures)
Producer: Aaliyah Sen Sharma (Chrome Pictures)
Producer: Hemant Bhandari (Chrome Pictures)
Media placement: All Big Cinema Theatres In India - Big Cinemas - 22nd December, 2010
Media placement: Digital - Youtube - 29th December, 2010
Media placement: TV - NDTV Profit - 26th January, 2011
Media placement: TV - Star News - 26th January, 2011
Media placement: TV - Star Maza - 26th January, 2011
Media placement: TV - NDTV India - 26th January, 2011

Describe the brief/objective of the direct campaign.
Big Cinemas, Indian’s largest movie theatre brand, wanted to be a part of the communities that we serve. So we started a two-way dialogue with our consumers about something that mattered to them and us, our country. And we started it around the time it mattered more to us all, i.e. the days preceding India’s 62nd Republic Day.

We began by seeding a thought that demanded a response from the people who saw it. An idea that would at once bring to light an insidious problem that was slowly dividing the nation and inspire people to act differently.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Movie theatres in India are legally bound to play the national anthem before every show. How could we transform this legal requirement into an evocative engagement tool?

The Idea: The world’s first Silent national anthem. A unique cinematic experience that turned the National Anthem into a medium that carries the message of unity to a country that is often divided by its 21 languages and thousands of dialects.

Explain why the creative execution was relevant to the product or service.

The domain of Big Cinemas is film, therefore it was appropriate to create film based content that made people think and give voice to their thoughts on what will make our nation stronger.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
48, 000 opinions collected to date. Leading TV Channels covered the film and ran it free of cost for a few days. 38 articles in newspapers and magazines. Thousands of blog mentions and tweets. Including those by Bollywood stars and opinion leaders. The Creative Review UK, named it the 3rd most viraled campaign in the world. Total earned media: $5.3 million. Media cost: zero.