Нестандартная реклама "Silent national anthem", рекламодатель: Reliance media works, агентство: Mudra Communications
Название: Silent national anthem
Агентство: Mudra Communications
Рекламодатель: Reliance media works
Страна: Индия
Сектор бизнеса: Кино, театры, концерты и т. п.
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Bobby Pawar | Mudra Communications | Chief Creative Officer |
| Bobby Pawar | Mudra Communications | Copy Writer |
| Deepak Singh | Mudra Communications | Art Director |
| Amit Sharma | Chrome Pictures | Director |
| Hemant Bhandari | Chrome Pictures | Producer |
| Aaliyah Sen Sharma | Chrome Pictures | Producer |
Describe the brief from the client: 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.
Describe how the promotion developed from concept to implementation: 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.
Describe the success of the promotion with both client and consumer including some quantifiable results: 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.
Explain why the method of promotion was most relevant to the product or service: 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
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