Campaign India Team
Aug 13, 2019

Lava brings back the glory of Indian war heroes from a distant land

Watch the AR activation by Dentsu Webchutney here

Lava Mobiles and Dentsu Webchutney have launched an initiative to bring our heroes back home. ‘The Homecoming Project’, as the initiative is called reimagines the India Gate memorial and places the name of all 74,187 martyrs on it through Augmented Reality. (India Gate carries names of 13,000 Indian soldiers and pays a tribute to their selfless valour, though 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.
 
This 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 that 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. This is through an AR app that comes in-built with limited edition Lava Mobiles.
 
Gurbaksh Singh, chief creative technologist, Dentsu Webchutney said,, “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.”
 
 
Credits:
 
Sudesh Samaria: Chief Creative Officer
 
Gurbaksh Singh: Chief Creative Technologist
 
Nishi Kant: EVP and Branch Head
 
Vishal Sagar: Creative Director
 
Abhinav Parshad: Group Head - Copy
 
Tejasvi Gulati: Jr. Copywriter
 
Hemant Kumar: Director - Motion Graphics
 
Rabindra Nath: Group Head - Art
 
Teresa Sebastian: Sr. Art Director
 
Sumera Dewan: AVP - Account Management
 
Ashima Garg: Account Director
 
Lohitaksh Guliani: Account Manager
 
Mansi Chauhan: Account Executive