The Brief

Mirza Ghalib, a 19th century Urdu and Persian poet, has deeply influenced popular culture across the Indian subcontinent. His works have inspired books, music and Bollywood films. But his mansion in Delhi was in urgent need of repair and restoration. Objective: Rousing Delhi to the abuse of this mansion, a protected monument. Target Audience: Patrons of the arts and literature. Ardent fans of Mirza Ghalib from teenagers to scholars. Strategy: Provoking the anger of the target audience by utilizing spaces frequented by them. Bookstores, music shops and DVD rentals were the chosen medium for a signature campaign against government apathy.

Creative Execution

The creative solution involved utilising bookstores, music shops and DVD rentals with a section dedicated to Mirza Ghalib’s work. We created jackets with profane graffiti and wrapped them around books, CDs and DVDs in these stores. Thus we defaced living reminders of the poet. People were shocked by the graffiti that vandalised popular works. Each jacket provided space for them to sign their names in protest. We chose 15 stores in Delhi which had a footfall of around 500 to 2000 customers. We were expecting around 18,000 to 25000 signatures.

Describe the creative solution to the brief/objective.

The existing spaces of bookstores, music shops and DVD rentals were ideal to provoke an instant reaction from students, scholars, poetry lovers, artistes, musicians and authors who frequented these stores. The vandalised jackets on popular works outraged them. They realised that to neglect the poet’s mansion was to abuse his life and work. Their rage prompted them to sign their names in protest on the space provided inside each jacket.

Results

Around 50,000 signatures were collected from stores that were part of the activity (twice the number expected). The signature campaign led to a candlelight vigil, on 27th December 2009. Each jacket had a map that led people to the mansion. Bloggers supported the cause online. A leading national daily, reported fresh incidents of disrespect to the heritage site, on its front page. The campaign achieved media publicity worth 330,000 USD (Rs. 15 million). The overall cost of the campaign was a mere 1300 USD. The public outcry compelled the government to renovate the heritage site.