MAM

Dentsu Webchutney and Lava Mobiles pay tribute to martyrs with ‘The Homecoming Project’

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/14/2.jpg?itok=SMjd6iBN

MUMBAI: Lava Mobiles and Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, have launched an initiative to bring our heroes back home. Aptly called ‘The Homecoming Project’, the initiative reimagines India Gate and places the name of all 74, 187 martyrs on it. This is achieved through an AR app that comes in-built with limited edition Lava Mobiles.

India Gate is one of the most iconic structures in India, but not many would know that India Gate was built by the British to commemorate Indian soldiers who laid down their lives during the First World War. India Gate carries names of 13,000 Indian soldiers and pays a tribute to their selfless valour. However, it is worth mentioning that the actual number of Indian martyrs during World War 1 stands at 74,187.

The British commemorated the contribution of every single Indian soldier. However, most of these memorials are located outside India, in countries like Iran, France, Germany to name a few. These memorials carry names of our brave heroes who never returned home. Till today.

This unique initiative lets people see the names of all 74, 187 soldiers martyred during WW1 on India Gate through a specially designed Augmented Reality App. The Homecoming Project app uses AR. It gets activated only in the vicinity of India Gate. When people point their phone camera towards India Gate, the app shows them the name of all 74,187 martyrs versus 13,000 names that one can see through the naked eye.

Commenting on the innovation, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said,, “Technology is enabling us to reimagine the world we live in. Today, there are no limitations. This idea is not just a triumph of technology, but also a win for each Indian. We are welcoming and honouring our heroes and making an iconic monument even more iconic. India Gate holds a special place in our hearts. And with this drive, we are making it even more special. Lava takes a lot of pride in being Indian and this campaign strengthens their positioning as a brand that is proudly Indian.”

Vishal Sagar, Creative Director, Dentsu Webchutney said, “This is a project that has a lot of emotional and historic value for us. The fact that we could create something to remind the future generations of our glorious past gives me immense joy. It is more than a campaign idea for us. It is history in the making.”

The Homecoming Project app also allows people to search for names and points them to the accurate placement of the names on India Gate. The Homecoming Project brings our heroes home. Finally.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daily.jpg?itok=pm6yJqoC
Dailyhunt forges content partnership with Chennai Super Kings

September 29, 2020: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daddy.jpg?itok=BE7PE31C
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/tac.jpg?itok=Q4h7Kump
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/otc.jpg?itok=-8V18Ygt
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/aparna.jpg?itok=cHseEbD2
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/2.jpg?itok=Ug89ZaZx
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/mix_0.jpg?itok=CxnfTleI
PROMAX INDIA IS THRILLED TO ANNOUNCE AN ADDITION TO AN EVEN MORE STELLAR LINE-UP OF SPEAKERS for ‘Re-Invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS LIVE on 7th, 8th & 9th of October, 2020

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/rahul_tewatia.jpg?itok=s0gv5P7O
Brands leverage Rahul Tewatia moment

NEW DELHI: Over the years, IPL has given birth to several big stars who haven't just entertained the crowds but went ahead to become viral-sensation. The latest to be a part of that elite club is Rajasthan Royals' Rahul Tewatia who smashed five sixes in one over in a match against Kings XI Punjab...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/28/iaa.jpg?itok=2QMSBD_J
IAA appoints Megha Tata as president

The India Chapter of the International Advertising Association (IAA) has appointed Megha Tata as its new president. She is the MD of Discovery South Asia and was elected as vice president of the association last year. The association announced the appointment in a tweet congratulating Tata on her...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required