AN ACT OF GOD by VML Qais Mumbai for India Pictures

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AN ACT OF GOD

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Industry Photo Development, Website
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency VML Qais Mumbai
Creative Director Nitesh Sah
Copywriter Chraneeta Mann, Eranbemo Murry
Producer Ayan Das, Kalyani Srivastava
Released December 2012

Credits & Description

Advertiser: INDIA PICTURE
Agency: REDIFFUSION Y&R
Category: Stunts & Live Advertising
Advertising campaign: AN ACT OF GOD
Producer: Kalyani Srivastava
Chief Creative Officer: Komal Bedi Sohal
Other Credits: Manoranjan Kumar(Junior Art)
Other Credits: Abhishek Anand (Team)
Producer: Ayan Das
Executive Creative Director: Chraneeta Mann
Copywriter: Eranbemo Murry
Other Credits: Bhaskar Ghosh(Branch Head)
Other Credits: Bhavdeep Singh (Team)
Copywriter: Chraneeta Mann
Advertiser's Supervisor: Rajesh (Indiapicture - Regional Sales Head)
Art Director: Nitesh Sah
Creative Director: Nitesh Sah
Chief Creative Officer: Sam Ahmed

Translation
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Ambient Execution Description
The creative execution took the shape of a novel cleanliness drive that was branded An Act of God. While law and policing had proved relatively ineffective in managing the litter problem, we decided to use a force far greater – India’s faith in its Gods. We selected litter prone areas, picked images of Gods from indiapicture’s extensive image library, recreated them as wall paintings or ceramic tiles which were then placed on walls in messy areas. Upon seeing their Gods in less than perfect surroundings, everyone took it upon themselves to cleanse the walls and the area and make it habitable for their Gods - ending up with cleaner streets and a cleaner city. It was an activation that truly demonstrated the power of images. The activation was conducted across 4 cities. Hundreds of people joined the movement and participated by flagging off messy locations with images of Gods.We also encouraged people to be a part of the drive by directing them to the indiapicture portal where they could download images of Gods and paste them up in garbage prone areas.