INDIA-PAKISTAN PEACE PROJECT, 3 by Taproot Mumbai for The Times Of India

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INDIA-PAKISTAN PEACE PROJECT, 3

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

Awards

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

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: BENNETT, COLEMAN - JANG GROUP/ THE TIMES OF INDIA
Product/Service: THE TIMES OF INDIA
Agency: TAPROOT INDIA
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Agnello Dias (Taproot India)
Chief Creative Officer: Santosh Padhi (Taproot India)
Copywriter: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Copywriter: Chintan Ruparel (Taproot India)
Art Director: Abhishek Sawant (Taproot India)
Account Executive: Kaushal Dhokker (Taproot India)
Account Manager: 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 - Ww.timesofindia.com, 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
Describe the objective of the promotion.
By the first anniversary of the tragic 26/11 Mumbai terror attacks, India-Pakistan hatred was at its peak as jingoistic fundamentalism had brought the subcontinent to the brink of a catastrophic confrontation. In this dark hour, the Times of India decided to join hands with the Jang Group in Pakistan in a historic first, to launch a massive cross border promotion and activation programme to give peace and humanity a ray of hope in the screaming chorus for war.The objective was simple: Get common folk on both sides to look at the human side of one another rather than the dark side.
Describe how the promotion developed from concept to implementation
On 1st Jan, the world's largest-read English newspaper launched a courageous Promotion and Activation initiative. Calling for a seething nation to consider Peace over Vengeance, the campaign first inspired legendary poets, musicians & movie stars to come on board. A music festival promoted across India saw artistes from both sides braving the fundamentalists to perform free before huge crowds. Next, we activated a cross-border poetry & literature festival to equally overwhelming response. Finally the Schools Activation saw Indian students scribbling peace messages on lakhs of handkerchiefs joined into a friendship chain that'll actually stretch all the way to children in Pakistan.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 over US$ 2.5 million- Commended by governments around the world- Cross border Business & trade convention on the anvil- Over 40 user generated videos- Lakhs of blogs and social networking debates- 5 Facebook communities - 12 huge music festivals; an Indo-Pak music album- 4 Poetry and Literature festivals- ONE RENEWED HOPE FOR PEACE
Explain why the method of promotion was most relevant to the product or service
The media is often seen as voyeuristic, sensationalist and even unethical in its quest for competitive advantage.Therefore, when the largest, most-respected media group in India joined hands with the largest media group in Pakistan in a historic first, to take a courageous stance for peace over the seemingly more newsworthy atmosphere of hostility and war, it was an unprecedented step forward.And to do this by drawing on the mass common heritage the two nations share in music, literature, poetry, food and culture from a time when the two nations were one, makes it an apt promotion.