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Dentsu and Arture reintroduce 'Bapu' into cashless economy

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MUMBAI: Dentsu Webchutney, on the occasion of Gandhi Jayanti, partnered with Arture to create a way where Bapu can be experienced in both, the cash and the cashless world. Dentsu Webchutney is the digital agency from Dentsu Aegis Network while Arture is a vegan lifestyle and accessories brand headquartered in Chennai.

The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to the Mahatma, also features Arture’s two co-founders -- Shivani Patel and Keshsa Vasant.

Since demonetisation, more and more urban and semi-urban Indians have been steadily shifting from physical cash to card, mobile wallet and netbanking payments. While all agree that the new ‘cashless’ money is more convenient, it does not carry the symbol millions of Indians associate with. Cash in the first place: the face of Mahatma Gandhi.

Dentsu Webchutney senior creative director PG Aditya says, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That's something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level."

Arture co-founder Shivani Patel adds “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of 'ahimsa' and compassion into the way our products are built -- 100 per cent vegan and sustainable."

The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of the Mahatma through their work in the state.

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