Summary
We designed a campaign that promoted peace over the war between two nations that have decades of deep-rooted hatred. And this was a sensitive subject to breach.
Challenge
We were challenged with a tough question – how to sensitively bring forth the idea of why WAR is simply futile with only the martyr families succumbing to the events that follow it? War as a concept is very heroic and martyrdom is something that is highly respected, but we wanted to bring forth the fact hidden in the dark that the excruciating pain the martyr families go through is not worth anything that we expect out of war.
Objective
Spread the message of #HeartOverHate in a positive way.
Strategy
Thus, we coined #HeartOverHate to support the idea of choosing peace and love over endless pain caused by war. This hashtag created a rare and instigating psychological impact where the audience took a step behind and thought about what follows war.
Data
Throughout the campaign, a lot of appreciation was received for the campaign thought, creatives, promotions and ideas across platforms. The audience understood the depth of our hashtag and continued sharing it attaching their own thoughts to it. While #BanDhoopKiDeewar made it to the forefront, #NoBanOnDhoopKiDeewar also made rounds showing support of the audience that watched the show from an uncommon perspective.
Solution
A series of minimal and typography based impactful and thought-provoking posts were created with an intention to speak about the core concept #HeartOverHate and establish the audience interest. Our primary objective was to convey a strong message with creatives that are minimal and pose subtle yet impactful questions.
Results
5.67 Million Impressions 2.83 Million Video Views 1.14 Million Engagement All the metrics are organically achieved
