Taproot gives wings to TOI's 'Aman ki asha' campaign
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Taproot gives wings to TOI's 'Aman ki asha' campaign
Arcopol Chaudhuri, 06 January, 2010
Mumbai
On 1st of January, 2010, readers of The Times of India woke up to the following ad on the newspaper's front page.
A sense of deja vu must have been felt, since the TOI previously has opened the New Year with initiatives such as India Poised (Lead India) and Teach India. This year, it is Aman Ki Asha, described as an Indo-Pak peace project.
The campaign for this initiative has been conceived by TOI's creative agency Taproot India. Lodestar Universal is the media agency.
Speaking about the objective behind the campaign, Rahul Kansal, chief marketing officer, The Times of India said, "Overall, as a brand we've come to realise that newspapers have confined themselves in narrow boxes for too long, through passive reporting. Hence, the need to take a leadership position to fill that vacuum. The Times of India has already made a headstart through city-specific campaigns which highlight local issues and we've got a terrific response through the India Poised and Teach India campaigns. Aman Ki Asha is a campaign that hopes to strengthen ties between India and Pakistan on a people-to-people basis."
The Jang Group in Pakistan will play a pivotal role in the campaign on the other side of the border. Discussions between TOI and The Jang Group began a year back, wherein the Jang Group had initiated contact with the CII to hold a trade meet. "We both realised that there was an opportunity to scale it up in a big way. Aman Ki Asha was initially planned to launch it on the 15th of August, but we decided to unveil it on 1st January, since it is a time for fresh beginnings."
Besides TV, print and outdoor campaigns, Aman Ki Asha will also bring together businessmen and industrialists from both countries under one platform, starting with a trade meet in Karachi in February. "We intend to involve senior leaders from the both the governments of both countries as well. But at its heart, it is a people-to-people campaign. The meet should encourage stronger economic development in both countries through collaboration amongst its business community," Kansal said.
A TVC featuring Amitabh Bachchan also broke on TV channels on 1st January.
Watch TVC here
Santosh Padhi, co-founder and chief creative officer, Taproot India says, "The objective of the campaign is to reduce people-to-people hatred on both sides. There is little doubt that at the end of the day, everyone desires peace. The difference is the means. One school of thought says that confrontation, conflict and subjugation is the answer. Another is through friendship, deeper understanding and mutual respect. Since the former has really got us nowhere, this is an attempt at the latter."
Padhi said, 'Aman ki asha' was a name chosen after several interactions and brainstorms by teams on both sides of the border. "It just seemed to have a comfortable ring to it," he says.
A second TVC has also gone on air. Shot in an arid landscape close to Jaipur, it shows people across both sides of the border in a game of dumb-charades. A representative from Pakistan is standing close to the border and making gestures that describe the name of a film, while his counterparts in India are seen interpreting his signs through a binocular. In no time, the Indians manage to guess the name of the popular film. Thrilled, they spread the word that All India Radio be called up and the song request from the film be played on air. A jubilant dance follows across both sides of the border as soon as that song goes on air.
Watch the TVC here
The film is directed by Vinil Mathew and the producer is Swadha Kulkarni of Footcandles Films. The lyrics have been written by Gulzar. The track has been composed by Shankar Mahadevan who also sang the song along with Rahat Fateh Ali Khan.
Credit details Project: Aman ki Asha Client: Benett Coleman and Co. Ltd (BCCL) Creative agency: Taproot India National creative directors: Agnello Dias, Santosh Padhi Copywriter: Agnello Dias, Chintan Ruparel Art director: Santosh Padhi, Abhishek Sawant Account planning: Agnello Dias, Manan Mehta Client servicing: Manan Mehta, Kaushal Dhokker Production house: Footcandles Films Director (of the film): Vinil Mathew Post-production studio: Famous Studios Media used: TV, print, outdoor, on-ground Media agency: Lodestar Universal
I think Times of India Group is cleaver too to make business in the name of Aman Ki Asha logo style.
If TOI is so favorable and so keen to install Indo Pak or Pak Indo good relation.Let them propose M.M. Singh PM of India to withdrew all cases against Kasab and let him go back to his native country as FREE MAN. Can you do it?
If Gov of India and TOI can do it & prove it positive,than Aman Ki Asah can deliver some good. Some Pak business group has arrived in Delhi and you are in hope,all is over and Indian & Pakistani people will hug each other from to-morrow,you are most last & cattle class foolish business group TOI.
It will never happen both side think Friend and Foe.
Who divided Indian soil & Pakistani soil (Hindoo & Muslim?)
Indian Gov,Nehru & M.K. Gandhi is much responsible for creating and division & separation. Now both sides are suffering and they will suffer endlessly.
I wud have appreciated the concept of AMAN KI ASHA if it wud have been with any other country rather that PAKISTAN as how cud one even imagine of peace, harmony, or brotherhood with a country which has in its roots terrorism and hatred all around. Its just a waste of time from my point of view.
A very Beautiful Thought for a person who wan't to live his life peacefully, a real hart touching campaign specially the TVC is just amazing, one more effort to take India on new heights of relationship to understand the feeling of our neighbors.
Its amazing, that 60 years into independence we are still Stuck in the maze of wars, war of words and belittling each other. after 3 wars and Billion spent on ARMS, we did not gain anything. anything at all !
I say go for the peace movement, true, there will be some against it, some in favor, I am in favor of not just peace but free borders between the two countries, In fact, we should have a "United States of India", we were One, then we were divided, and yes, forget about the IDEOLOGY part. you know what, Jinah was not even a muslim, so much for Ideology !!
Subcontinent was divided because the division served the purpose OF some, they were neither Indians, nor Pakistanis. Gandhi Ji was right, we should have AKHAND BHARAT, , look at the people on both side of the borders, Not the Rich and healthy, but the hungry and diseased , had we not spent that much money on arms, we could provide a better life for the masses. Think about it, its not about borders, its about PEOPLE, PEOPLE and PEOPLE. BTW, there are more muslims in India than in pakistan !
a treaty of peace is the ONLY option GIVE PEACE A CHANCE !!
because, there will be no 4th war, and if there is, One that will be the end of the entire population of both countries, there will be attempts to sabotage the process, and there will be hidden agenda from those who stand to lose if the PEACE WORKS !
But Try we MUST, if for nothing else, we would have GIVEN IT A CHANCE !!
Its amazing, that 60 years into independence we are still Stuck in the maze of wars, war of words and belittling each other. after 3 wars and Billion spent on ARMS, we did not gain anything. anything at all !
I say go for the peace movement, true, there will be some against it, some in favor, I am in favor of not just peace but free borders between the two countries, In fact, we should have a "United States of India", we were One, then we were divided, and yes, forget about the IDEOLOGY part. you know what, Jinah was not even a muslim, so much for Ideology !!
Subcontinent was divided because the division served the purpose OF some, they were neither Indians, nor Pakistanis. Gandhi Ji was right, we should have AKHAND BHARAT, , look at the people on both side of the borders, Not the Rich and healthy, but the hungry and diseased , had we not spent that much money on arms, we could provide a better life for the masses. Think about it, its not about borders, its about PEOPLE, PEOPLE and PEOPLE. BTW, there are more muslims in India than in pakistan !
a treaty of peace is the ONLY option GIVE PEACE A CHANCE !!
because, there will be no 4th war, and if there is, One that will be the end of the entire population of both countries, there will be attempts to sabotage the process, and there will be hidden agenda from those who stand to lose if the PEACE WORKS !
But Try we MUST, if for nothing else, we would have GIVEN IT A CHANCE !!
Its funny and scary to even think about friendship with a country like Pakisthan. The country whose religion is hatred towards India, the country which has reduces its 18% of hindu population to just 1% and the one which has always promoted terrorism and which teaches hatred towards India to the school students. The people in Pakisthan might now talk about peace with India because its been crippled by its corrupt politicians, failed democracy and by its own fed terrorism. If India is weak and Pakistan was stronger, just imagine what they would have don to our country.
although i am a Pakistani but i agree that both countries have bigger problems to worry about than this enmity. but that brings us to conclusion tht these problems shud be resolved once and for all so that we can move on...
although i am a Pakistani but i agree that both countries have bigger problems to worry about than this enmity. but that brings us to conclusion tht these problems shud be resolved once and for all so that we can move on...
nice ad ....but TOI seems to have bitten more than it can chew with this campaign ...how about promoting harmony in our own land ...and stopping the forces of hatred within india?
its a good idea to take on national causes ....but this foreign policy cause is not really appealing nationally a) the south has ltd cultural ties with pakistan b) everyone is a little tired of pakistan right now ...let jang help their national cause( fight taliban) and let TOI help india's ( unity within).
I never expected national daily like TOI taking such an unwanted step..this is not the right time...even today...pakistan has opened fired on our border...whatever it is...the ploticians and the people in power in pakistan definately want to carry out attacks on India..we must not forget 26/11 so soooon...extremly irresponsible ..never expeacted this from you guys..i have highest of regards to your newspaper..pls take back this campaign...am sure atleast 80 % of india would echo to what i am feeling now...we are not a soft nation....extremly disappointed!!!take an opinion poll if u really want to know if india want this...
ashish
a vary matured effort but i think we should f**K the problem
rather than playing with it
everyone is selfish just find the through solution
this could only reach till their hearts but what about the F**king soul
be Inglorious bastard rather than Gandhi part two
There is no better gift for the people of Indo Pak sub continent than peace and good relations between them. There is a poisonous notion that for patriot Indian it is necessary to be anti Pakistani and vice versa. It must be changed . Our leaders and media are responsible for spreading such ideas and it is their duty to mitigate this mental pollution from the minds of people of sub continent.
We are quarreling with each other and dont think that we should jointaly require pardon from our colonial ruler who is resposible for leaving disputes unsettled between us. How long will we remain buyer of arms to shed blood of each other and how long will we wait for pardon by our so called english masters for the blood of our forfathers which is shining in red bricks of London.
For the cynics : Teach India campaign is still functioning properly
i attended one of the meetings but was unable to volunteer for long. Every effort counts....kindly stop giving bad comments for a positive initiative. Who cares abt whether it works or not in the long run...at least someone is making the effort. it is much better to get an award fr a good cause rather than spending millions of rupees in making ads of indo and pak cricket teams playing a match and showing as if it was the third world war!!!!
What the government does people should not be held responsible...
I would love to participate in this movement!
ever wondered wat hppnd to "lead india" ? "teach india" etc - that is after they won awards !!! toi believes ppl hv short memory - they are smart enuf to see thru gimmicks. for all the blah blah the lead india winner went and joined bjp lol
This is a 'scam ad campaign' with an eye on winning awards. Does TOI really believe that one can't see through all this? Pakistan was born out of the emotion of hatred. Even now Pakistan wants to bleed India with a thousand cuts? Pakistan should be judged by its action rather than its stated intent for public consumption.
And TOI, stop being preachy please.
Another farce in the making. Why cant TOI try and reduce people to people hatred in our own country? Oh the jury will not understand that.
Sure we all want peace. But I wish the intent of the communication was as honest. For god sake people playing dumb charades across the border? How insensitive and stupid can advertising get. Show it to the families of the jawans who have lost their life on the border. On either sides.
Uhh, what? Sure, its a great campaign to look at. Very slick in execution. Tugs at your heart, and all that... But, who truly believes in the message that they're trying to get across? I'm sorry, but this reeks of self importance, and perhaps another shot at some global awards.
We just give too much importance to Pakistan....when we have other critical things to worry about. I think the monies wasted on this project should have been given to some charity working for basics stuff..water..education...female literacy..healthcare
PAK INDO OR INDO PAK RELATION
I think Times of India Group is cleaver too to make business in the name of Aman Ki Asha logo style.
If TOI is so favorable and so keen to install Indo Pak or Pak Indo good relation.Let them propose M.M. Singh PM of India to withdrew all cases against Kasab and let him go back to his native country as FREE MAN. Can you do it?
If Gov of India and TOI can do it & prove it positive,than Aman Ki Asah can deliver some good. Some Pak business group has arrived in Delhi and you are in hope,all is over and Indian & Pakistani people will hug each other from to-morrow,you are most last & cattle class foolish business group TOI.
It will never happen both side think Friend and Foe.
Who divided Indian soil & Pakistani soil (Hindoo & Muslim?)
Indian Gov,Nehru & M.K. Gandhi is much responsible for creating and division & separation. Now both sides are suffering and they will suffer endlessly.
http://www.youtube.com/watch?
http://www.youtube.com/watch?v=dz6YylorUGM&feature=player_embedded
Aman ki asha- waste of time
I wud have appreciated the concept of AMAN KI ASHA if it wud have been with any other country rather that PAKISTAN as how cud one even imagine of peace, harmony, or brotherhood with a country which has in its roots terrorism and hatred all around. Its just a waste of time from my point of view.
A very Beautiful Thought for
A very Beautiful Thought for a person who wan't to live his life peacefully, a real hart touching campaign specially the TVC is just amazing, one more effort to take India on new heights of relationship to understand the feeling of our neighbors.
-:GREAT WORK:-
Give Peace a Chance !
Its amazing, that 60 years into independence we are still Stuck in the maze of wars, war of words and belittling each other. after 3 wars and Billion spent on ARMS, we did not gain anything. anything at all !
I say go for the peace movement, true, there will be some against it, some in favor, I am in favor of not just peace but free borders between the two countries, In fact, we should have a "United States of India", we were One, then we were divided, and yes, forget about the IDEOLOGY part. you know what, Jinah was not even a muslim, so much for Ideology !!
Subcontinent was divided because the division served the purpose OF some, they were neither Indians, nor Pakistanis. Gandhi Ji was right, we should have AKHAND BHARAT, , look at the people on both side of the borders, Not the Rich and healthy, but the hungry and diseased , had we not spent that much money on arms, we could provide a better life for the masses. Think about it, its not about borders, its about PEOPLE, PEOPLE and PEOPLE. BTW, there are more muslims in India than in pakistan !
a treaty of peace is the ONLY option GIVE PEACE A CHANCE !!
because, there will be no 4th war, and if there is, One that will be the end of the entire population of both countries, there will be attempts to sabotage the process, and there will be hidden agenda from those who stand to lose if the PEACE WORKS !
But Try we MUST, if for nothing else, we would have GIVEN IT A CHANCE !!
Give Peace a Chance !
Its amazing, that 60 years into independence we are still Stuck in the maze of wars, war of words and belittling each other. after 3 wars and Billion spent on ARMS, we did not gain anything. anything at all !
I say go for the peace movement, true, there will be some against it, some in favor, I am in favor of not just peace but free borders between the two countries, In fact, we should have a "United States of India", we were One, then we were divided, and yes, forget about the IDEOLOGY part. you know what, Jinah was not even a muslim, so much for Ideology !!
Subcontinent was divided because the division served the purpose OF some, they were neither Indians, nor Pakistanis. Gandhi Ji was right, we should have AKHAND BHARAT, , look at the people on both side of the borders, Not the Rich and healthy, but the hungry and diseased , had we not spent that much money on arms, we could provide a better life for the masses. Think about it, its not about borders, its about PEOPLE, PEOPLE and PEOPLE. BTW, there are more muslims in India than in pakistan !
a treaty of peace is the ONLY option GIVE PEACE A CHANCE !!
because, there will be no 4th war, and if there is, One that will be the end of the entire population of both countries, there will be attempts to sabotage the process, and there will be hidden agenda from those who stand to lose if the PEACE WORKS !
But Try we MUST, if for nothing else, we would have GIVEN IT A CHANCE !!
INDIAPAKISTAN OR PAKISTANINDIA ?
I THINK EVEN THIS IS ENOUGH TO START WITH
Ne ways great effort TOI AND TEAM TAPROOT
CHEERS!!!!
Funny and scary
Its funny and scary to even think about friendship with a country like Pakisthan. The country whose religion is hatred towards India, the country which has reduces its 18% of hindu population to just 1% and the one which has always promoted terrorism and which teaches hatred towards India to the school students. The people in Pakisthan might now talk about peace with India because its been crippled by its corrupt politicians, failed democracy and by its own fed terrorism. If India is weak and Pakistan was stronger, just imagine what they would have don to our country.
i agree with Rex...
although i am a Pakistani but i agree that both countries have bigger problems to worry about than this enmity. but that brings us to conclusion tht these problems shud be resolved once and for all so that we can move on...
as for Aman ki Asha, it will fail: http://www.pakool.com/featured/aman-ki-asha-a-shot-in-the-dark-bound-to-...
i agree with Rex...
although i am a Pakistani but i agree that both countries have bigger problems to worry about than this enmity. but that brings us to conclusion tht these problems shud be resolved once and for all so that we can move on...
as for Aman ki Asha, it will fail: http://www.pakool.com/featured/aman-ki-asha-a-shot-in-the-dark-bound-to-...
AMAN KI ASHA
AN EXCELLENT STEP.
NARESH CHANDRA, BARC MUMBAI
nice ad ....but TOI seems to
nice ad ....but TOI seems to have bitten more than it can chew with this campaign ...how about promoting harmony in our own land ...and stopping the forces of hatred within india?
its a good idea to take on national causes ....but this foreign policy cause is not really appealing nationally a) the south has ltd cultural ties with pakistan b) everyone is a little tired of pakistan right now ...let jang help their national cause( fight taliban) and let TOI help india's ( unity within).
Unnecessary effort
I never expected national daily like TOI taking such an unwanted step..this is not the right time...even today...pakistan has opened fired on our border...whatever it is...the ploticians and the people in power in pakistan definately want to carry out attacks on India..we must not forget 26/11 so soooon...extremly irresponsible ..never expeacted this from you guys..i have highest of regards to your newspaper..pls take back this campaign...am sure atleast 80 % of india would echo to what i am feeling now...we are not a soft nation....extremly disappointed!!!take an opinion poll if u really want to know if india want this...
ashish
a vary matured effort but i think we should f**K the problem ...
a vary matured effort but i think we should f**K the problem
rather than playing with it
everyone is selfish just find the through solution
this could only reach till their hearts but what about the F**king soul
be Inglorious bastard rather than Gandhi part two
Aman Ki Aasha
There is no better gift for the people of Indo Pak sub continent than peace and good relations between them. There is a poisonous notion that for patriot Indian it is necessary to be anti Pakistani and vice versa. It must be changed . Our leaders and media are responsible for spreading such ideas and it is their duty to mitigate this mental pollution from the minds of people of sub continent.
We are quarreling with each other and dont think that we should jointaly require pardon from our colonial ruler who is resposible for leaving disputes unsettled between us. How long will we remain buyer of arms to shed blood of each other and how long will we wait for pardon by our so called english masters for the blood of our forfathers which is shining in red bricks of London.
Effort counts
For the cynics : Teach India campaign is still functioning properly
i attended one of the meetings but was unable to volunteer for long. Every effort counts....kindly stop giving bad comments for a positive initiative. Who cares abt whether it works or not in the long run...at least someone is making the effort. it is much better to get an award fr a good cause rather than spending millions of rupees in making ads of indo and pak cricket teams playing a match and showing as if it was the third world war!!!!
What the government does people should not be held responsible...
I would love to participate in this movement!
Another gimmick, another award ?
ever wondered wat hppnd to "lead india" ? "teach india" etc - that is after they won awards !!! toi believes ppl hv short memory - they are smart enuf to see thru gimmicks. for all the blah blah the lead india winner went and joined bjp lol
Nice effort, but it will fail badly...
Nice try but i think this effort will go in vein due to a number of reasons. Some have been listed in this great analysis:
http://www.pakool.com/featured/aman-ki-asha-a-shot-in-the-dark-bound-to-...
Grand Prix ki Asha? Please
Grand Prix ki Asha? Please stop this nonsense!
A very nice effort... true
A very nice effort... true spirit.. and amazing ideation.... kudos!
Publicity Stunt
This is a 'scam ad campaign' with an eye on winning awards. Does TOI really believe that one can't see through all this? Pakistan was born out of the emotion of hatred. Even now Pakistan wants to bleed India with a thousand cuts? Pakistan should be judged by its action rather than its stated intent for public consumption.
And TOI, stop being preachy please.
Paid Scam
Another farce in the making. Why cant TOI try and reduce people to people hatred in our own country? Oh the jury will not understand that.
Sure we all want peace. But I wish the intent of the communication was as honest. For god sake people playing dumb charades across the border? How insensitive and stupid can advertising get. Show it to the families of the jawans who have lost their life on the border. On either sides.
Uhh, what? Sure, its a great
Uhh, what? Sure, its a great campaign to look at. Very slick in execution. Tugs at your heart, and all that... But, who truly believes in the message that they're trying to get across? I'm sorry, but this reeks of self importance, and perhaps another shot at some global awards.
BTW, the Jang group promoting Peace, eh?
Awesome Film - Aman Ki Asha, Dumb-Charades
Hi, the Aman Ki Asha, Dumb-Charades is an amazing film and it thoroughly reflects deeper understanding. It is very simple however the film is superb.
Waste of monies
We just give too much importance to Pakistan....when we have other critical things to worry about. I think the monies wasted on this project should have been given to some charity working for basics stuff..water..education...female literacy..healthcare
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