The outdoor campaign by DDB MudraMax - OOH and Zee News during the India-Pak World Cup tie conveyed a powerful statement on the futility of war
BestMediaInfo | Mumbai | February 23, 2015
Zee News and DDB MudraMax - OOH got together to drive home a social message on the occasion of the India-Pakistan ICC World Cup cricket match on February 15, 2015.
As part of the campaign, DDB MudraMax installed manual scoreboards of a different kind in Jammu & Kashmir and New Delhi in India, and Lahore, Karachi in Pakistan. As the match progressed, spectators realised that these were not the run-of-the-mill scoreboards which kept onlookers updated with the status of the match as the numbers didn’t tally.
As India started to bat and the first wicket fell, the Indian wickets column displayed ‘1’. Within minutes, the wickets column read ‘2’. A few minutes later, the wickets column said ‘3’. Before long, onlookers on either side of the border decided that the scoreboard had gone faulty.
To the surprise of the spectators, no one came to rectify the faulty boards, instead the wickets column seemed to be in a hurry. It moved briskly from tens to thousands to tens of thousands in no time. A similar pattern followed when Pakistan batted. The scoreboard at the end of the match read: India 0 for the loss of 546,030, Pakistan 0 for the loss of 546,228.
After India won the match, the copy on the scoreboard changed. It read ‘When lives are lost, no one wins’. The numbers kept increasing and stopped at 547,290 for India and 546,228 for Pakistan.
These were the numbers of lives lost by soldiers since 1947 during the battles fought between both the countries, thus depicting that neither country won anything by losing her soldiers.
In a press statement, DDB MudraMax said, “The message was loud, clear and was well addressed by the passers-by, who started lighting candles at the site in memory of the fallen. Thus, a powerful statement on the futility of war was well-conveyed through the ‘Misunderstood Scoreboard’.”