TALK FOR INDIA by Mindshare Mumbai for Idea Cellular

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TALK FOR INDIA

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: IDEA CELLULAR
Product/Service: ANNIVERSARY OF MUMBAI ATTACK
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: MINDSHARE , Mumbai, INDIA
Partner-Exchange: Pat Vinayak (Mindshare)
Partner-Client Leadership: Ajit Gurnani (Mindshare)
Director-Exchange: Manish Bharil (Mindshare)
Director-Invention: Manasa Madhusudhan (Mindshare)
Director- Exchange: M.Ganesan (Mindshare)
Executive-Exchange: Naveen Peram (Mindshare)
Executive-Exchange: Atul Kasbe (Mindshare)
Executive-Exchange: Manoj Hegde (Mindshare)
Manager-Exchange: Mahesh Shettigar (Mindshare)
Manager-Exchange: Nitish Shekhar (Mindshare)
Executive-Manager: Shailesh Pujare (Mindshare)
Executive-Exchange: Deepa Raghuraman (Mindshare)
Executive-Exchange: Anatha Krishnan (Mindshare)
Associate Director-Interaction: Nilesh Chhabria (Mindshare)
Executive-Interaction: Megha Khandelwal (Mindshare)
Director-Interaction: Sunando Banerjee (Mindshare)
Media placement: Television - CNN-IBN, Times Now, NDTV 24X7 And A Mix Of Other Channels Across Genres - 15 Nov 2009
Media placement: Radio - BIG FM, Radio City And Red FM - 15 Nov 2009
Media placement: Press - Economic Times - 26 Nov 2009
Media placement: Digital-Online - Rediff.com, Mix Of Publishers And Networks Including Ndtv.com, Ibnlive.com, Face - 15 Nov 2009
Media placement: OOH - 32 City Peace March And Candle Light Vigils - 26 Nov 2009
Media placement: Cinema - Mix Of Multiplexes And Single Screens - 24 Nov 2009

Results and Effectiveness
25 million INR donated to the police force 300,000 calls were made in that hour –25% higher than average 110,000 citizens joined peace marches in 32 cities 200,000 SMS; 150,000 online pledges Over all an incremental free exposure worth 25 million INR through TV, radio and social media debates and talks.

Creative Execution
Plain vanilla communication was a strict no-no. Jingoism was kept behind too. What we wanted was Indians to truly understand the important of ‘speaking up’. If they didn’t do it now, it would be too late. So we got TV news anchors and radio jockeys to endorse us. They became spokespersons for the cause. Media conglomerates like rediff.com, NDTV network and BIG FM happily partnered us because they themselves believed in the cause. Their credibility gave a huge momentum to Talk for India. This lead to many tweets, online pledges and Facebook group comments, huge debates on primetime television, newspaper articles, YouTube videos and editorials. People spoke up. They discussed the past and asked for a better, safer tomorrow. They poured on the streets with mass candle light marches across 32 Indian cities. And on that particular hour, Indians spoke for India.

Insights, Strategy & the Idea
On 26/11/2008, the ‘Idea of India’ as a nation was attacked. Mumbai and the whole world saw LIVE images of a brutal terrorist attack that claimed over 200 lives of innocent civilians and policemen. Till a few days after the incident, there was huge public outrage. But then the common man got busy in his daily life. So, on the 1st anniversary of the Mumbai terror attack, Idea Cellular wanted people to remember the carnage, because if they kept quiet, things wouldn’t improve. And it was only Idea who could propel people because it has a brand legacy. Of the 13 telecom companies in the fastest growing market in the world, it has a clear brand positioning of doing hard-hitting, socially relevant communication that engages the consumer. On 26/11/2009, Indians were asked to ‘Talk for India’ between 8: 36pm to 9:36pm. The call charges were donated to the police forces.