Bang in the Middle has conceptualised the campaign for the telecom equipment manufacturing company VNL. It shows how the village, Karenda, is transforming lives with digital connectivity
BestMediaInfo Bureau | Mumbai | March 22, 2017
Mobile and broadband connectivity has the power to change the lives of poor and give them a brighter future. An example is Karenda, a modest village in Rajasthan, which is bringing to life the PM’s vision of digital India. Today, it’s ready to welcome the PM to come and witness how lives are changing here.
Working with BSNL, which provides backhaul and subscriber management, Vihaan Networks Limited (VNL), an Indian telecom equipment manufacturer, has provided mobile and wi-fi services there, using its sustainable WorldGSM technology, and extended them to two neighbouring villages, Bahadri and Phalsa, to create a cluster of digital villages with a combined population of 3,590 persons and 587 households (2011 Census).
The campaign has been created by Bang in the Middle. The campaign showcases the benefits and transformational power of connectivity in the first part of campaign. The second part of campaign invites the PM to come and experience the #DigitalVillage.
Perhaps the most game-changing application in this digital village is the SmartClass that VNL has set up in Government School, Karenda, where e-learning is now helping students and teachers follow a new paradigm of education. E-governance, too, gets a boost through connectivity at an e-Mitra booth where citizens can access government-issued identity documents without having to travel long distances.
Prathap Suthan, CCO and Managing Partner, Bang in the Middle, said, “Karenda is a brilliant example of how life can be changed and even transformed just by digital connectivity. For most of us city dwellers, the digital connectivity is taken for granted. It's become a blind spot. But for Karenda, it is truly their way out of darkness. We want to help bring this power to every little corner of India and the world that needs to get digitally connected."
Shashwat Nagpal, Head, Marketing and Communication, VNL, said, “Recently, telecom ministers and delegates from ASEAN, LATAM and African regions visited Karenda and experienced the digital village first hand. Most of them left with the vision of implementing our digital Village solution in their countries.”
“We are humbly extending an invitation to the PMO to visit Karenda and witness how his dream is turning into reality. India’s Digital India programme envisions connectivity up to the Gram Panchayat, or Block level. Karenda is a perfect example of how VNL can help extend the programme’s reach beyond, to the level of connected, digital villages,” added Nagpal.
Connectivity is changing lives in a quiet, yet fundamental way in this village cluster. Communicating with family, friends, associates and the outside world is now easier. Entertainment is available with a keystroke. Information on agricultural inputs and markets is now available. Banking and other commercial activities are now accessible. Emergency and other health services are within reach. And governance is easier and more interactive.
The Karenda video:
Head, Marketing and Communication: Shashwat Nagpal
Assistant Manager Marketing: Devika Keswani
Agency: Bang In The Middle:
Planning: Naresh Gupta
Creative: Prathap Suthan, Manoj Deb, Satheesh Kumar, Hitesh Jain, Anuj Sarkar, Ritika Joshi
Servicing: Deeksha Kamotra Arora, Manali Acharya
Social Media: Summaiya Aslam, Vikas Kumar