BIG Cinemas: The power of silence

The Indian National Anthem - “Unity in Diversity” - was losing relevance as divisive politics based on regional language was on the rise.

BIG Cinemas: The power of silence

Aditya Kanthy, Mou Roy and Priyanka Nayar

Campaign details

Brand owner: Reliance MediaWorksAgency: DDB Mudra GroupBrand: BIG CinemasCountry: IndiaChannels used:Cinema, Events and experiential, Internet - microsites, widgets, Other and ambient media, Social media, Television, Word of mouth and viralMedia budget:Up to 500k

Executive summary

The National Anthem is a symbol of the founding principle of India: 'Unity in diversity'. Sadly, this meaning was losing its relevance in a country in turmoil. In our cities particularly, there was an ugly trend of divisive politics...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands