Reliance Media Works: SILENT NATIONAL ANTHEM by DDB Mudra Group Mumbai for Reliance Media Works

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Reliance Media Works: SILENT NATIONAL ANTHEM

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Industry Cinemas, Theatres & Concert Halls, Publishing, streaming & media
Media Promo & PR
Market India
Agency DDB Mudra Group Mumbai
Director Amit Sharma
Art Director Deepak Singh Dogra
Producer Aaliyah Sen Sharma
Released June 2011

Awards

Cannes Lions 2011
PR Lions Best use of Broadcast Silver
Promo & Activation Lions Corporate Image & Information Bronze

Credits & Description

Type of Entry: Product & Service
Category: Corporate Image & Information
Advertiser/Client: RELIANCE MEDIA WORKS
Product/Service: CINEMAS
Entrant Company: MUDRA COMMUNICATIONS Mumbai, INDIA
Sales Promotion/Advertising Agency: MUDRA COMMUNICATIONS Mumbai, INDIA
Chief Creative Officer: Bobby Pawar
Copy Writer: Bobby Pawar
Art Director: Deepak Singh
Director: Amit Sharma (Chrome Pictures)
Producer: Aaliyah Sen Sharma (Chrome Pictures)
Describe the brief from the client:
Big Cinemas, Indian’s largest movie theater brand, wanted to be a part of the communities that we serve. So we started engaging our consumers on something that mattered to them and us, our country. And we started it around the time it mattered more to us all, i.e. the days preceding India’s 62nd Republic Day.
Describe how the promotion developed from concept to implementation:
Movie theatres in India are legally bound to play the national anthem before every show. How can Big Cinemas transform this legal requirement into a tool that can engage our consumers?
The Idea: The world’s first Silent national anthem. A unique cinematic experience that turned the National Anthem into a medium that carries the message of unity to a country that often is divided by its 21 languages and thousands of dialects.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Leading TV Channels covered the film and ran it free of cost for a few days. 38 articles in newspapers and magazines. Thousands of blog mentions and tweets. Including those by Bollywood stars and opinion leaders. The Creative Review UK, named it the 3rd most viraled campaign in the world. Total earned media: $5.3 million. Media cost: zero.
Explain why the method of promotion was most relevant to the product or service:
The domain of Big Cinemas is film, therefore it was appropriate to create film based content that made people think and give voice to their thoughts on what will make our nation stronger.