BIG Cinemas: The power of silence

Aditya Kanthy, Mou Roy and Priyanka Nayar

Campaign details

Brand owner: Reliance MediaWorks
Agency: DDB Mudra Group
Brand: BIG Cinemas
Country: India
Channels used:Cinema, Events and experiential, Internet - microsites, widgets, Other and ambient media, Social media, Television, Word of mouth and viral
Media 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 based on regional language.

It was against this backdrop that BIG Cinemas, India's largest movie theatre chain, found itself in a position to influence public opinion. In its cinemas, the mandatory opening with the National Anthem was being met with apathy; so BIG Cinemas used this as an opportunity to tackle the issue of discrimination on the basis of language, by giving the National Anthem a unique and emotional twist.