The Campaign

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.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

It started in Big Cinema’s movie theaters and spilled over into the consciousness of a nation. It created a medium out a legal requirement. It reinterpreted one of the most hallowed possessions of a nation, its national anthem. And in doing so, it let Big Cinemas start fulfilling their objective of helping make the nation they entertain a little stronger.