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#LightUpLoC this Diwali with ASUS India

Conceptualised by BC Web Wise, #LightUpLoC is an interactive 3D experience that lets people send personalised Diwali wishes to soldiers using virtual sky lanterns

BestMediaInfo Bureau | Mumbai | October 25, 2016


Cashing in on the patriotic fervour that has gripped the country, ASUS India has launched interactive 3D experience codenamed #LightUpLoC. Launched on the brand’s website, the Diwali campaign intends to use the power of social media to light up the 724-km stretch of the LoC with virtual sky lanterns by this Diwali, which is on October 30.

Users can visit on their desktop or mobile and log in to the platform with their Facebook credentials. The platform offers a surreal virtual setting where users can wish on virtual lanterns and launch them towards the LoC. The lanterns then float into a meticulously detailed landscape, where lanterns launched by others are progressing to their destination.

The website has been designed to depict the distance between Rajouri and Siachen on the LoC, so that users can follow the location of their lanterns. Users can also read messages on lanterns launched by others.

Conceptualised by BC Web Wise, #LightUpLoC is about celebrating Diwali with a patriotic spirit. The mission will be complete when 724,000 lanterns have been lit and launched; one for every metre of the Line of Control.

Commenting on the initiative, Peter Chang, Region Head – South Asia and Country Manager, ASUS India, said, “We are grateful to the Indian armed forces for the innumerable sacrifices and hardships they face in order to keep the rest of the country safe. They ensure that everyone in India can live a peaceful and productive life. This platform aims to bring together all Indians and help them convey their feelings and regards to India’s heroes on the auspicious occasion of Diwali.”

Chaaya Baaradhwaaj Chaaya Baaradhwaaj

Chaaya Baradhwaaj, Founder-MD, BC Web Wise, said, “Digital media has allowed people to express their love for the men who put their lives at stake and fight for the country. While they do it with their comments, shares and posts all over the internet, a new way to express one's sentiments is always sought after – just like a new gift you want to gift your loved one. #LightUpLoC does just that, by being a first of its kind interactive application that looks great and brings alive the messaging experience that conveys the warmth and love we have for our soldiers.”

So far more than 386,000 lanterns have been launched after ASUS introduced #LightUpLoC through a Facebook post last week.


Agency: BC Web Wise

Scripting & Animation: Shailendra More, Amit Vishe, Rahul Patil

Creative: Anthony Padayachi, Sayema Khan, Pranoy Dutta, Rahul Suram

Tech: Ravish Shanbag, Manoj K, Prashant Channe

Client Servicing: Siddharth Pednekar, Urvi Gogri, Varsha Choksi, Vicky Lapasia

Media: Naina Arora

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