Top Story

e4m_logo.png

Home >> Digital >> Article

Dentsu Webchutney, Arture create ‘Bapu Wallets’ on occasion of Gandhi Jayanti

03-October-2017
Font Size   16
Share
Dentsu Webchutney, Arture create ‘Bapu Wallets’ on occasion of Gandhi Jayanti

On the occasion of Gandhi Jayanti, Dentsu Webchutney partnered with Arture to create a way where Bapu can be experienced in both the cash and the cashless world. For the record, 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 Mahatma Gandhi, also features Arture’s two co-founders, Shivani Patel and Keshsa Vasant. Over the last year, ever since demonetisation, more and more urban and semi-urban Indians have been steadily shifting from physical cash to card, mobile wallet, and net banking payments. While we can all agree that our new ‘cashless’ money is way more convenient and transparent, it doesn’t carry the symbol millions of Indians associated with cash in the first place: the face of Mahatma Gandhi.

Speaking about the new initiative, PG Aditya, Senior Creative Director, Dentsu Webchutney said, “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."

Commenting on the campaign, Shivani Patel, Co-founder, Arture said, “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% vegan and sustainable. This is our little way of ensuring the baton of Bapu’s values is passed on to our customers who are going cashless as well.”

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 Mahatma Gandhi through their work in the state.

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The awards which saw over 816 entries were adjudged by a distinguished jury of around 211 industry leaders through intensive judging sessions across the country

22feet Tribal Worldwide to handle digital marketing while DDB MudraMax to handle on-ground promotions, venue management and logistics management

While market charges access fee to provide HD channels, DishTV will now give the access to popular HD channels to all subscribers