A LEGEND ABUSED by McCann Erickson Mumbai for FRIENDS FOR EDUCATION

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A LEGEND ABUSED

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ashish Chakravarty
Creative Director Vineet Mahajan Ltd.
Art Director Rakschit Bhardwaj
Copywriter Radhika Oberoi, Archana Ravi
Photographer Amit Dey
Account Supervisor Neha Rawla
Illustrator Priyanka Bhardwaj
Released October 2009

Credits & Description

Category: Ambient: Bars, Restaurants & Stores, etc.
Advertiser: FRIENDS FOR EDUCATION
Product/Service: NON GOVERNMENTAL ORGANISATION
Agency: McCANN WORLDGROUP
Executive Creative Director: Ashish Chakravarty
Creative Director: Vineet Mahajan
Copywriter: Radhika Oberoi/Archana Ravi
Art Director: Rakschit Bhardwaj
Account Supervisor: Neha Rawla
Illustrator: Priyanka Bhardwaj
Photographer: Amit Dey
Other Credits: Jeet Kalra/Akash Gupta/Satish Kumar Kataria/Rishi Rana Bhardwaj
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA

Description of Ambient execution
Mirza Ghalib, a 19th century Urdu and Persian poet, has deeply influenced popular culture across the Indian subcontinent. But his mansion in Delhi was in urgent need of restoration. Objective: Rousing Delhi to the abuse of this mansion, a protected monument. Idea: The creative solution involved utilizing bookstores, music shops and DVD rentals with a section dedicated to Mirza Ghalib’s work. We created jackets with profane graffiti and wrapped them around books, CDs and DVDs in these stores. Thus we defaced living reminders of the poet. People were shocked by the graffiti that vandalized popular works. Each jacket provided space for them to sign their names in protest. They put their signatures inside a drop box at each store.