A Lowe Lintas advertisement for Idea Cellular exhorting subscribers to ‘keep talking’ on November 26 to help Idea raise funds for the Mumbai police from the revenue thus secured, exemplifies brands’ approach to the 26/11 anniversary. Brands are looking for subtle, respectful, and sensation-shunning commemoration of the anniversary of a tragedy that benumbed India and rattled the world.

As for the Idea ad, the 8.36pm-9.36pm period, when the horror began to unfold, has been suggested as the appropriate time band to take part in the campaign. Tarun Chauhan, the executive director of Lowe Lintas, has been quoted as saying that he had anticipated most media houses to constantly replay the images of the terror strike. He said it was important in the circumstances for the Idea film to send a sensitive yet affecting message.

The run-up to the anniversary has produced a surge of ads and campaigns. Such initiatives have been commissioned by a range of players, including mobile service providers; consumer-products makers; creators of fashion brands; and media companies.

Brands’ commemoration programmes span the whole spectrum of activities designed to connect with people. For example, from 26 November, Dr Batra’s Positive Health Clinic will provide free counselling sessions for a week to those suffering from the post-traumatic stress disorder. The homeopathy chain will use posters, emails, and direct mailers to publicise its campaign.

On the side of the traditional media is the Mumbai-based Topsline Life Rescue Services, which will collaborate with Fever 104 FM radio station for a show called Force 104. Fifty free memberships to the emergency service, worth Rs3,600, will be handed out to listeners daily.