Lava International has rolled out #SendItBack, a campaign that highlights the ongoing menace of fake forwards.
Conceptualised by 82.5 Communications, it shows how forwards create panic and fuel acts of violence. It urges all mobile phone users in the country to pause, think and send the ‘back’ emoji to verify the authenticity of a forwarded message before sharing it with the others.
The film is running across digital platforms and has been rolled ahead of Republic Day.
Mugdh Rajit, marketing and S&D strategy head, Lava, said, “The menace of fake news is growing by leaps and bounds. The fact that India has the world’s second largest number of mobile phone users, makes it very important for us to curb the fake rumours from spreading. Lava is a proudly Indian brand and we believe that it is our responsibility to contribute to society. With #SendItBack initiative we intend to spark-off a movement against fake forwards so that the social media does not become a tool for the perpetrators of the violence. We envision this moment to go beyond the boundaries of the brand, wherein the audience is fighting this social issue in unison.”
Chandana Agarwal, president North, 82.5 Communications, said, “Lava has been running the 'proudly Indian' campaign for a year and a half and it always picks up messages that are relevant and makes one rethink patriotism. We are very excited about the message this year, with a handset in every hand, it is the responsibility of every Indian to fight fake news. This campaign is an important step towards making people aware of this duty.”
Mayur Varma, ECD and creative head,82.5 Communications, added, “It’s so simple to forward fake news. It should be as simple to question it. So next time you are not sure about a message you’ve received, don’t forward it. Just 'backward' it.”
Creative agency: 82.5 Communications
Chairman and CCO: Sumanto Chattopadhyay
Co-chairman and CEO: Kapil Arora
President north - Chandana Agarwal
Head of strategic planning: Rishabha Nayyar
ECD and creative head: Mayur Varma
Team: Rwitayan Mukherjee, Anuj Sharma, Sakshi Khanagwaal, Abhilasha Mathur
Director: Bauddhayan Mukherji
Producer: Avishek Ghosh