The Hindu has rolled out a new initiative #SpiritOfBengaluru. The initiative consists of a 'switchable' film that has been conceptualised by J. Walter Thompson.
The film has two versions, one shows its beauty, through lakes, monuments, and greenery. The other version, which can be viewed by changing the way one holds the phone (from horizontally to vertically) shows the busy side of city - the traffic jams, the dirt and more. The voice over, in the form of a song invites people to come experience the city and reignite #SpiritOfBengaluru.
The idea behind it is, that Bengaluru, a city known for its cool weather and warm people, has of late, seen its peace interrupted by everyday woes that are bullying this beautiful city, informs a statement on the website. The Hindu wants Bengaluru-ites to renew their love for the city by doing a little bit every day to preserve its beauty and tranquillity.
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