DNA Launches India Positive Campaign

Created by Scarecrow Communications, the campaign celebrates the positive spirit of India; watch the TVC here.

Hitesh Ranot | Delhi | January 27, 2011

India's most popular President, APJ Abdul Kalam, famously said: “You have to dream before your dreams can come true.” It's relevant as we begin the second decade of the 21^st century, one that's now a given will be India's century. It's not enough that an Indian may replace Bill Gates as the wealthiest human or that we'll reach the Moon during this decade.It isn't an exaggeration to say that even the sky is no limit to what we can achieve, and what we can dream of achieving.Yet lately our dreams are in danger of being cramped. Cramped by fear. Cramped by negativity. Which, DNA admits, is largely the media's doing.

Take the Commonwealth Games, for instance. Sure, it's our job to expose wrong-doing and corruption, but ask yourself: was that all there was to the Games? Did you not feel proud during the actual event?

So what DNA is saying is this: “we have to strike a balance between being your watchdog and amplifying your dreams. And to that end, we'll keep on doing our exposés, our investigations, our criticisms, and our scoops. But we'll now also focus on your achievements, your ambitions, your milestones, and your moments of pride.”

As Dr Kalam said, “Dream dreams because dreams lead to thought and thought leads to action.”

You can't have dreams if you're forever negative. And the best way to stop being negative is by being optimistic.

Through their latest campaign, DNA wants to turn the spotlight back on the positive. The English daily wants to replace the negative destructive energy with constructive positive thought process. Because, it believes that, while there might be problems, as a nation, we have achieved a lot and have many things to celebrate.

The campaign is conceptualized by Scarecrow Communications Ltd.

The campaign launches on the Indian Republic Day (Jan 26) across prime TV channels and in DNA. The initiative would be driven heavily across both ATL and BTL mediums in the days and months to come.

Commenting on the initiative, K U Rao, CEO DNA said, "DNAs initiative aims to replace negativity with a positive mindset. In the recent past there has been too much of criticism though as a nation we are achieving growth better than the best in the world. The India Positive initiative cuts across cultural and geographic boundaries and tries to bind the people of India under the new mantra of being Positive. I appeal to all Indians to support this initiative."

Raghu Bhat, Founder Director, - Scarecrow Communications Ltd. Commented, “This initiative is the direct outcome of an inspirational and stirring brief created by Mr. Rao and his team. Through it, we want to unleash a tidal wave of positive pro-India thoughts. Every country has problems but focussing only on the negatives is neither cool nor is it good for our self-image.

On the film: this film represents the audacity of hope. A few years ago, who would have thought jaguar will have an indian owner? I commend the director for the infinite detailing. We used football stadium as the theatre of dreams. Football has a big following, is not a cliche and has the right mix of ritual, emotion and success.. ”

Manish Bhatt, Founder Director, - Scarecrow Communications Ltd. added, “In the past we have worked on National Causes like ” Respect the National Anthem"  but this initiative is the most meaningful to us because it awakens the optimism lying deep down in the heart of every Indian and today's rapidly growing Indiia badly needs that optimism. We wanted to create a communication which shakes the inertia of every Indian to rebuild his/her confidence in himself and in his/her beloved nation."

Arunava (Joy) Sengupta, Founder Director, - Scarecrow Communications Ltd. added, “ The brief from DNA was simple and clear. The challenge was to ensure that the communication at no stage looks like an advertising campaign for brand DNA. This is truly an initiative that all of us believes in,  and hence we have not made a single reference to any product attribute in this communication. We hope, people join in this initiative, and pledge their support to being India Positive.”

Naren Multani, Director of the film said, "The minute I got the brief from scarecrow, I intuitively knew that this could really turn out to be a goosebumpy film if treated correctly..therefore  as a director the biggest challenge for me was to make the film as grand and yet as real as possible. And we have achieved that with 100% input and dedication from each and everyone involved on this project."

Hitesh@BestMediaInfo.com

Info@BestMediaInfo.com