Revisiting Our Moment of Pride.
On Independence Day, The 42 wanted to pay tribute but in a unique way. The project deserved an exclusivity because of its high standard and that was a challenge for us.
The target audience: crème-de-la-crème people of India, who like rare things and minute intellectual details.
We were looking for the right node which people have forgotten and celebrate 15th August as any other holiday.
We found a collectible item and that was nothing like but the original front page of The Times of India which was published on the historical day of 15th August, 1947.
We made the largest publication, The Times of India, come up with the exact copy paper of the same, with just a small brand connect on the header, followed by a double spread brand ad.
So, on the day of 15th August, 2018 people woke up to the feeling of breaking free by receiving the rare front page which they kept as a memoir after 71 years.
On-ground activation: On the very day, we lit up the top 21 floors of the building with tri-color that was visible in the sky of Kolkata from any direction.
People gathered at that area, clicked picture and organically shared it on social media.
Press Ad: Along with the rare page of 15th August, 1947 we released a press ad on that very day.
Digital: We made digital campaign to amplify the event which garnered high views and organical reach.
• Organic reach in digital was high
• Pro-active engagement was high
• Generated a lot of PR across media
• Created a strong brand connect
• Generated a strong word-of-mouth publicity