MAM

×

Dentsu Webchutney and Lava Mobiles pay tribute to martyrs with ‘The Homecoming Project’

https://www.indiantelevision.net/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/14/2.jpg?itok=_MNrhfYD

MUMBAI: Lava Mobiles and Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, have launched an initiative to bring our heroes back home. Aptly called ‘The Homecoming Project’, the initiative reimagines India Gate and places the name of all 74, 187 martyrs on it. This is achieved through an AR app that comes in-built with limited edition Lava Mobiles.

India Gate is one of the most iconic structures in India, but not many would know that India Gate was built by the British to commemorate Indian soldiers who laid down their lives during the First World War. India Gate carries names of 13,000 Indian soldiers and pays a tribute to their selfless valour. However, it is worth mentioning that 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. Till today.

This unique 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. It 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.

Commenting on the innovation, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said,, “Technology is enabling us to reimagine the world we live in. Today, there are no limitations. 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.”

The Homecoming Project app also allows people to search for names and points them to the accurate placement of the names on India Gate. The Homecoming Project brings our heroes home. Finally.

Latest Reads

https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/dabang.jpg?itok=aW_jbCER
JK Super Cement announces association with Dabang Delhi as Team Title sponsor in Pro Kabaddi League 2019

MUMBAI: JK Super Cement, India’s premier grey cement brand today announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the JK Super Cement brand logo on their jerseys in all...

MAM Marketing MAM
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/kirti_0.jpg?itok=uhaHo-Gp
Magicbricks signs Ayushmann Khurrana & Kriti Sanon as brand ambassadors

MUMBAI: Magicbricks, India’s No.1 property site, today announced that it has signed up Bollywood actors Ayushmann Khurrana and Kriti Sanon as its brand ambassadors. The two popular actors will feature in various Magicbricks' campaigns in the future. At a time when the brand is delivering strong...

MAM Marketing Brands
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/supr.jpg?itok=AxdzO2Bu
Flying Machine launches F-Lite collection in collaboration with BBoying champ Arif Chaudhary

MUMBAI: Tonic Worldwide, an independent digital agency, has launched a campaign to introduce F-Lite, the latest collection from the popular denim wear brand Flying Machine, in collaboration with the reigning Indian BBoying champ, Arif Chaudhary.

MAM Marketing Brands
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/ipsos.jpg?itok=wM4WhmgU
Consumer Confidence of Indians ebbs in August 2019: Thomson Reuters-Ipsos PCSI

MUMBAI: Consumer Confidence of Indians has dropped by 3.1 percentage points in August 2019, according to the latest India Primary Consumer Sentiment Index (PCSI),as measured by Thomson Reuters in partnership with Ipsos. This downward slide in PCSI has been continuous since May 2019, barring a...

MAM Marketing MAM
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/center.jpg?itok=_jo0eELY
Perfetti Van Melle India expands Center fresh brand portfolio with launch of Center fresh 3 Layer Gum

MUMBAI: In 2019, Center fresh - the iconic chewing gum brand from Perfetti Van Melle, celebrates its 25th anniversary in India. And in this milestone year, the brand has launched a new innovative product - Center fresh 3 Layer gum.

MAM Marketing MAM
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/lodestar.jpg?itok=U-Ebt1dc
From menstrual hygiene to career counselling; Lodestar UM concludes another satisfying chapter of Impact Day

MUMBAI: Giving back to the society is an integral part of Lodestar UM. So every year the agency shuts its offices on a work day and every employee engage in philanthropic work across Mumbai, Delhi and Bengaluru. This year from educating destitute women on menstrual hygiene to helping children in...

MAM Marketing MAM
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/plol.jpg?itok=RILM8z_1
La Pegasus Polo renews partnership with the Campeonato Argentino Abierto de Polo

MUMBAI: Sanjay Jindal founded and Mumbai based La Pegasus Polo, one of India’s upcoming premier Polo establishments, today announced the renewal of its partnership with the Campeonato Argentino Abierto de Polo (Argentine Open Polo Championships 2019), and widely considered the world’s greatest Polo...

MAM Marketing MAM
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/oziva.jpg?itok=rOX8FbFA
OZiva, India's first clean-label active nutrition brand launches a #MyPCOSStory Campaign

MUMBAI: OZiva, India’s first clean-label active nutrition brand developing natural, plant-based nutritional products, recently announced the launch of its #MYPCOSStory campaign. The campaign will be on during the entire month of September, which is also the PCOS awareness month. It is aimed at...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.net/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/ayushmaan.jpg?itok=T3PsjYGJ
Ayushmann Khurrana and Radhika Apte join Daniel Wellington's global campaign #DWMoments

MUMBAI: Daniel Wellington, the globally renowned watch and accessories brand, known for its detail-oriented and sleek design, recently launched a new brand campaign called #DWMoments. The Moments campaign is based on in-depth interviews with influential people from across the globe, letting them...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories