Results and Effectiveness

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. Cost of production: $45,000. Media cost: zero.

Creative Execution

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.

Insights, Strategy and the Idea

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.