SILENT NATIONAL ANTHEM

Short List
TitleSILENT NATIONAL ANTHEM
BrandRELIANCE MEDIA WORKS
Product / ServiceBIG CINEMA
CategoryB01. Corporate Image & Information
EntrantMUDRA COMMUNICATIONS Mumbai, INDIA
Entrant Company:MUDRA COMMUNICATIONS Mumbai, INDIA
DM/Advertising Agency:MUDRA COMMUNICATIONS Mumbai, INDIA

Credits

Name Company Position
Bobby Pawar Mudra Communications Chief Creative Officer
Bobby Pawar Mudra Communications Copywriter
Deepak Singh Mudra Communications Art Director
Amit Sharma Chrome Pictures P. Ltd. Director
Hemant Bhandari Chrome Pictures P. Ltd. Producer
Aaliyah Sen Sharma Chrome Pictures P. Ltd. Producer

The Brief

Big Cinemas, Indian’s largest movie theater brand, wanted to be a part of the communities that we serve. So we started a two-way dialogue with our consumers about 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. We began by seeding a thought that demanded a response from the people who saw it. An idea that would at once bring to light an insidious problem that was slowly dividing the nation and inspire people to act differently.

Creative Execution

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.

Describe the creative solution to the brief/objective.

Movie theatres in India are legally bound to play the national anthem before every show. How could we transform this legal requirement into an evocative engagement tool? 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 is often divided by its 21 languages and thousands of dialects.

Results

48, 000 opinions collected to date. 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.