The Times Of India Promo, Case study INDIA-PAKISTAN PEACE PROJECT, 2 by Taproot Mumbai

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Industry Newspapers, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Taproot Mumbai
Director Vinil Mathew
Art Director Abhishek Sawant, Santosh Padhi
Copywriter Agnello Dias, Kaushik Iyer, Chintan Ruparel
Released December 2009


Spikes Asia 2010
Media - Gold
Direct & Sales Promotion - Bronze
Media - Shortlist

Credits & Description

Category: Crisis and Issue Management
Chief Creative Officer: Agnello Dias (Taproot India)
Chief Creative Officer: Santosh Padhi (Taproot India)
Copy Writer: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Copy Writer: Chintan Ruparel (Taproot India)
Art Director: Abhishek Sawant (Taproot India)
Account Executive: Kaushal Dhokker (Taproot India)
Account Servicing: Manan Mehta (Taproot India)
Chief Marketing Officer: Rahul Kansal (The Times Of India)
Vice President: Priya Gupta (The Times Of India)
Director: Vinil Mathew (Footcandles Films)
Executive Producer: Swadha Kulkarni (Footcandles Films)
Copywriter: Kaushik Iyer (Taproot India)
Media placement: TV Campaign - 3 Spots - NDTV, CNN, ET Now, Local Channels, Cinema - 31.12. 2009
Media placement: Print Campaign - 3 Ads - TOI, Economic Times, Mumbai Mirror - Full Front Page - 1.1. 2010
Media placement: Print Campaign - Music Fest - TOI, Economic Times, Mumbai Mirror - 25.1. 2010
Media placement: Print Campaign - Literature Fest - TOI, Economic Times, Mumbai Mirror - 5.3. 2010
Media placement: Radio - Radio Mirchi - 1.1. 2010
Media placement: Internet -, Facebook, Twitter, Youtube - 1.1. 2010
Media placement: Live Events - Mumbai, Delhi, Hyderabad, Bangalore, Jaipur, Calcutta - 25. 2. 2010
Media placement: School Activation - Over 250 Schools All Over India - 25. 3. 2010
Media placement: PR - Over 35 Full Editorial Pages In The Times Of India, Economic Times And Content C - 1. 1. 2010
Summary of the Campaign
After the horrific 26/11 Mumbai terror attacks, India and Pakistan hatred was at its peak. And around the first anniversary of the attacks, jingoistic fundamentalism had brought two of the world's youngest nuclear powers to the brink of a catastrophic confrontation. It was in this atmosphere that the world's biggest English newspaper, The Times of India joined hands with the biggest media group in Pakistan, the Jang Group in a historic cross-border media partnership to brave the fundamentalists and launch a courageous new people-to-people public relations movement. Aman ki Asha (The Hope for Peace) harnessed the power of an ancient, common musical, cultural and literary heritage with artistes, musicians, poets, writers and thinkers from Pakistan crossing over to India to perform jointly on a common stage. Eventually, the overwhelming mass popular response created a community of peace-lovers that would stand defiantly against the blood lust for war. Today Aman ki Asha is the brave voice of a growing peace community on both sides of the border and has even been recognised by governments outside the two countries. Most importantly, the reopening of talks between the two governments has reaffirmed the power of public relationships over the compulsions of the state.
The Goal
Though Indo-Pak relations have often been strained, the aftermath of the Mumbai terror attacks saw a disturbing trend. The educated, urban citizen too was falling prey to jingoistic emotional agendas and the chorus of hate was growing.Many hundred discussion hours with the cross country editorial team who are in daily touch with the ground realities provided enough research feedback to suggest that this legacy of intense hatred was being passed on systematically from generation to generation.The objective therefore was to promote a deeper understanding of our neighbours through a mass, common musical, cultural and literary heritage.
The movement sparked off a raging debate on friendship and understanding versus a more populist call for vengeance. But today it has:- Music & screen icons on both sides joining the cause- Massive editorial and media PR worth over US$ 2.5 million- Commended by governments around the world- Cross border Business & Trade Convention on the anvil- Over 40 user - generated videos- Over 150 blogs and over 15,000 dialogues- 5 Facebook communities - 12 large Music Festivals- 4 Poetry and Literature Festivals- ONE RENEWED HOPE FOR PEACE
Contrary to conventional PR strategy for a softer issue like this, we decided to wage peace as jingoistically and blatantly as the perpetrators of hate. The 1st of January saw the courageous slogan ‘Love Pakistan’ on the front page. Subsequent slogans like ‘Sometimes peace deserves a war’ drove in the point even more. As if words were not enough, what followed was a series of heavily advertised music concerts with Pakistani artists bravely joining hands with Indian legends to play to packed Indian crowds. After this, the Poetry and Literature festival was launched with writers, poets, thinkers and journalists from both sides talking to Indian audiences. Lastly, a schools PR programme saw Indian students writing peace messages on handkerchiefs to form a friendship chain that'll actually stretch all the way to children in Pakistan. And today, a Trade & Commerce convention is on the anvil.
The Situation
60 years ago, two countries were born after a labour of violence and hatred. India and Pakistan have been at war several times since and relations have been extremely hostile at best. The horrific 26/11 terror attack on Mumbai, India's commercial capital last year, saw a jingoistic nation baying for war. Incited by fundamentalist agendas on both sides of the border, the subcontinent was on the verge of a confrontation that could prove catastrophic for the subcontinent. It was in this cauldron of hate, on the first anniversary of 26/11, that the first call for peace went out.
The Strategy
On 1st January 2010, soon after the first anniversary of the Mumbai terror attacks, the world's largest read English newspaper put out possibly the most courageous front page ad in the history Indian media. 'LOVE PAKISTAN'. A massive print campaign followed asking an incredulous nation to think Peace instead of Revenge. The launch TVC was followed by eminent poets, lyricists, and screen legends lending their talents with a series of TVCs. Internet communities were formed to give peace lovers a rallying voice against the populist cry for war. Subsequently a series of music concerts and a poetry & literature festival with saw artists from Pakistan coming together to perform all over India. Finally a schools activation programme saw students across India writing peace messages on handkerchiefs to be joined together to form a friendship chain that'll actually stretch all the way from India to children in Pakistan.