BLOW UP by Publicis Ambience Mumbai, Publicis Capital Delhi for India Pictures

BLOW UP

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Industry Photo Development, Website
Media Promo & PR, Case study
Market India
Agency Publicis Ambience Mumbai
Creative Director Prasad Raghavan
Art Director Rohit Bagga, Ayan Das
Photographer Bibhuti Bhushan Bhattacharya
Agency Publicis Capital Delhi
Creative Director Tanuja Goyal
Copywriter Seby John
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: INDIA PICTURE
Product/Service: STOCK IMAGE PROVIDERS
Agency: PUBLICIS COMMUNICATIONS
Agency: PUBLICIS CAPITAL
Date of First Appearance: Mar 1 2011
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
Entry URL: http://www.blowup.co.in
National Creative Director: Emmanuel Upputuru (Publicis Capital)
Creative Director: Prasad Raghavan (Publicis Capital)
Creative Director: Tanuja Goyal (Publicis Capital)
Art 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)
Media placement: Word Of Mouth - ICongo, An NGO - 1st March, 2011
Media placement: Facebook Page - Facebook Page - 22nd March, 2011
Media placement: Web Banners - Www.indiapicture.in, Www.afaqs.com - 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

Insights, Strategy & the Idea
The Client: indiapicture.in, an image bank that’s fighting the entry of global giants and established local players.
The Brief: To demonstrate the power of images.
Primary target audience: Creative communities looking for quality Indian stock images
Unique insight: 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 and destroyed public property worth millions of tax payers’ money.
They burn to grab media attention.
Strategy: Can we give these angry protesters a substitute that will get media attention without destroying public property?
Idea: Blow Up, offers free images of public property to violent protesters with a message - Burn the images, spare the public property.
Relevance to client:
Blow Up demonstrates the quality and variety of images on indiapicture.in.
Relevance to target audience:
It grabbed the attention of the creative community.

Creative Execution
Blow Up offers free images to violent protesters with the message: Burn the images, spare public property.
Channels:
1. The website blowup.co.in was created to host the free images.
2. Video Letters – video letters addressing violent protesters were sent out to political parties, directing them to blowup.co.in.
3. On Ground Effigies: Protesters held rallies to burn effigies of public property downloaded from indiapicture.in instead of actual public property.
4. NGOs, word-of-mouth, emails, phonecalls were used to contact communities.
5. Social Media: a 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 – was invited.
7. A Panel Discussion was held between the leaders of 3 of the biggest Indian political parties – Congress, BJP and BSP - along with senior civil servants and an ex-Army chief.

Results and Effectiveness
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 indiapicture.in within 1 week of first event, and conversations begun among creative communities.
The CEO, Dushyant Mehta, appeared on national TV, Doordarshan and other channels.
Potentially we saved Rs. 70,00,000 of the tax payers’ money, all for the cost of two life-size prints and cocktails for 200 exhibition guests.