India Pictures Promo, Case study BLOW UP by Publicis Capital Delhi


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Industry Photo Development, Website
Media Promo & PR, Case study
Market India
Agency Publicis Capital Delhi
Associate Creative Director Ayan Das
Creative Director Tanuja Goyal, Prasad Raghavan
Art Director Rohit Bagga
Copywriter Seby John
Photographer Bibhuti Bhushan Bhattacharya
Released September 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
National Creative Director: Emmanuel Upputuru (Publicis Capital)
Creative Director: Prasad Raghavan (Publicis Capital)
Creative Director: Tanuja Goyal (Publicis Capital)
Associate Creative Director: Ayan Das (Publicis Capital)
Art Director: Rohit Bagga (Publicis Capital)
Photographer: Bibhuti Bhushan Bhattacharya
National Planning Director: Anirban Mozumdar (Publicis Capital)
Client Services Director: Gunjan Malhotra (Publicis Capital)
Film Director: Surya Balakrishnan (Little Lamb Films)
Production: Clips Team (Clips)
Event Partner: Lloyd D Souza (Maverik)
Founder: Jeroninio Almeida (iCongo)
Chief Marketing Officer: Swapnil Tripathi (India Picture)
Senior Account Executive: Rishab Sood (Publicis Capital)
Copywriter: Seby John (Publicis Capital)
Director- Planning and Strategy: Mridul Chandra (Channel PR)
Director- Operations: Vrinda Mathur (Channel PR)
Media placement: Word Of Mouth - ICongo, An NGO - 1st March, 2011
Media placement: Facebook Page - Facebook Page - 22nd March, 2011
Media placement: Web Banners -, - 22nd March, 2011
Media placement: On Ground - Local Ground, Haryana - 1st April, 2011
Media placement: On Ground - Local Ground, Bihar - 19th April , 2011
Media placement: Exhibition - India Habitat Centre - 26th April, 2011
Media placement: Panel Discussion - India Habitat Centre - 26th April, 2011
Media placement: Films - ZEE TV, Facebook, India Habitat Centre - 26th April, 2011
Media placement: Posters - India Habitat Centre - 26th April, 2011

Summary of the Campaign
The world’s largest democracy was born out of protests. So naturally to protest is our birthright. But over the years political parties have misused this freedom. Protesters destroy public property worth millions of tax payers’ money at the drop of a hat. The 9th Fundamental duty of the Indian Constitution says, “Safeguard public property.” What can an image bank do?

The Client:, an image bank that’s fighting the entry of global giants and established local players.

The brief: To demonstrate the power of images. To start a debate in society and offer a solution to stop destroying public property.
The strategy: To offer free images to violent protesters with the message: Burn the images, spare the public property.

The outcome: Unprecedented publicity for an image bank. Several violent communities came forward to embrace the idea. First the Gujjar community fighting for reservations, then an angry mob in Bihar, used the idea to send a message to the government by burning images of a local bus and a government car. We showcased these ‘demonstrations’ at an Exhibition followed by a Panel Discussion between leaders from three big national parties, Congress, BJP, BSP. Coverage on national television. Conversations among creative community.

The Situation
The client is fighting global and local image bank giants.
To get publicity for the client, we needed an idea that demonstrates the power of its images and get it talked about in the creative communities.
By giving violent protesters a substitute – a life size image of public property to burn instead of the actual public property, Blow Up allowed us to change the mindset of a nation while publicizing the quality and variety of the images on

The Goal
The goal was to demonstrate the power of the images on by offering free images to protesters with a message: burn the images, spare the public property. We researched political parties and communities with a history of violent protests. They were approached through icongo, an NGO that used video letters, word of mouth, Facebook pages, emails, phone calls etc to publicize the offer. Images from the first two demonstrations were showcased at an exhibition and panel discussion. The primary target audience, the creative community were invited to this exhibition.

The Strategy
The campaign was planned in such a way that for the first time, an image bank reached out to the whole country, offering free images to violent communities to burn instead of the actual public property.
Political parties and communities with a history of violent protests were approached through video letters leading them to where they could get free images to make effigies.
The communities that came forward were given public platforms to burn the images of public property.
To get publicity among the creative community, an exhibition of the images from the first two demonstrations was held, followed by panel discussions between leaders from three big national parties, Congress, BJP, BSP.
The strategy of Blow Up was to demonstrate the power of images, the quality and variety of images on, while getting into the conversations in the creative community.

1. was created to host free images
2. Video Letters – addressing violent protesters were sent out to political parties, directing them to
3. On-Ground Effigies: Protesters held rallies to burn effigies of public property downloaded from instead of actual public property. The first rally was held in Neemka Village on 01.04.2011.
4. NGOs, word-of-mouth, emails, phonecalls were used to contact communities
5. Social Media – Facebook page to interact with the communities that want to use the idea in future.
6. Exhibition of images from the events, where the main target audience - advertising and other creative communities were invited.
7. Panel Discussion – was held between leaders of 3 of the biggest Indian political parties – Congress, BJP and BSP along with senior civil servants and an ex-Army chief.
At every stage the campaign was adapted to accommodate requests from various communities for images

Documented Results
Political leaders saw that burning images draws media and government attention, without burning public property. Leaders from two locations known for violent protests burnt images of public property in their demonstrations. Leaders from Mumbai, Goa, and the highly volatile Kashmir are keen to use images in their future protests. 29% increase in clicks on within 1 week of first event. Conversations among creative communities The CEO, Dushyant Mehta on national TV - Doordarshan and other channels. Potentially we saved Rs. 70,00,000 of tax payers’ money. All for the cost of two life-size prints and cocktails for 200 Exhibition guests.

At least three imagebanks including Masterfile called saying wish they’d done the idea. Results for Blow Up campaign for - 1. Blow Up facebook *209% incremental active visitors on the page (1st – 4th week of April 2011) *Interaction data 20,481 people (good as per industry standards) 2. Increase of 500% visitors in April 2011 Indiapicture from afaqs banner over the last month. 3. Total recall of Indiapicture increased by 50%. 4. Click Through Ratio of Indiapicture emailer has increased to 15% (against agency standards of 9-10%) in April,'11 from March,'11. 22% CTR Blow Up emailer (considered very good response)