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=BpQvc_TZ

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/2020/07/02/icici.jpg?itok=sQyZr4zh
ICICI Lombard launches #RestartRight campaign Created by Ogilvy

COVID-19 has impacted lives and businesses across the globe. The human society stands at the crossroads of a ‘New Normal’, something that will alter our future completely. Social distancing and curtailed movement have become the norm. Further, in this changing scenario, health protection through a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/jyothy.jpg?itok=Sf0smFuf
Jyothy Labs launches #VocalforLocal campaign supporting Aatmanirbhar Bharat

MUMBAI: Jyothy Labs Limited (JLL), one of the leading Indian FMCG companies launched a brand new television campaign today in support of the #Vocalforlocal appeal made by the prime minister Narendra Modi. The film narrates the journey of the company’s legacy since 1983 through a beautifully...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/an.jpg?itok=Ojx9zCQJ
Kalyan Jewellers appoints ex-L&K Saatchi & Saatchi CEO Anil Nair as independent director

NEW DELHI: As part of a move to expand its board of directors, Kalyan Jewellers today announced the appointment of two new directors and named a new chief executive officer. With this announcement, marketing guru, Anil Nair, joins the company’s board as independent director. A veteran of the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/lays.jpg?itok=vm1Qmasr
Lay’s joins hands with leading brands to thank #heartwork of unsung heroes

NEW DELHI: Earlier this month, LAY’S, one of India’s leading potato chip brands, launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Aptly titled #HEARTWORK, the ongoing campaign is a heartfelt, emotional ode...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/mrinal.jpg?itok=MQ6iAwc-
Mrinal and Abhigyan Jha show solidarity with budding/aspiring artistes with the launch of ‘The Socho Project’ by MAJ (Mrinal Abhigyan Jha Productions)

India’s foremost television show creator Mrinal and veteran director and serial entrepreneur Abhigyan Jha are set to breathe life into the disgruntled music scene in the country with the launch of ‘The Socho Project’ - the first-ever musical web series in India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/ap.jpg?itok=wJJc2GVE
'Ghar ka Pehredar' – says Asian Paints' new TVC

MUMBAI: Given the current Covid2019 situation, Asian Paints used its expertise and deep understanding of home hygiene to meet the new, non-negotiable hygiene need of our times - sanitisation. The brand launched its first hand and surface sanitizer, Viroprotek in May 2020 and in continuation has now...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/scayyer.jpg?itok=YwkFg4ok
Scatter Elevates Founding Members To New Leadership Roles

Scatter, India's leading content marketing company, is excited to announce the elevation of several founding members into new leadership roles. The move comes as  Scatter shifts its focus towards developing in-house products that will boost the marketing ecosystem and facilitate growth, both within...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/dan.jpg?itok=--Fj51sz
DAN India bags two golds at 9th Global Customer Engagement Award

MUMBAI: Dentsu Aegis Network (DAN) India has emerged victorious at the 9th edition of the ACEF Global Customer Engagement Awards. While Vizeum India, the media agency from the house of DAN, has bagged a Gold for HDFC Bank’s ‘Ek Festival Aisa Bhi’ campaign, digital marketing agency iProspect India...

MAM Media and Advertising Media Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/global.jpg?itok=30yNddqZ
Global Communications Alliance: Markus Hilse from navos is newly elected chair

NEW DELHI: The Global Communications Alliance (GCA), a network of 15 independent communications agencies covering four continents and 21 countries, has announced that Markus Hilse, managing director of navos - Public Dialogue Consultants (Germany) has been newly elected as chair. Mavcomm Consulting...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required