Dentsu Webchutney and Lava Mobiles launch campaign as tribute to martyrs
Lava Mobiles and Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, have launched an initiative to bring our heroes back home. Aptly called ‘The Homecoming Project’, the initiative reimagines India Gate and places the name of all 74, 187 martyrs on it. This is achieved through an AR app that comes in-built with limited edition Lava Mobiles.
India Gate is one of the most iconic structures in India, but not many would know that India Gate was built by the British to commemorate Indian soldiers who laid down their lives during the First World War. India Gate carries names of 13,000 Indian soldiers and pays a tribute to their selfless valour. However, it is worth mentioning that the actual number of Indian martyrs during World War 1 stands at 74,187.
The British commemorated the contribution of every single Indian soldier. However, most of these memorials are located outside India, in countries like Iran, France, Germany to name a few. These memorials carry names of our brave heroes who never returned home. Till today.
This unique initiative lets people see the names of all 74, 187 soldiers martyred during WW1 on India Gate through a specially designed Augmented Reality App. The Homecoming Project app uses AR. It gets activated only in the vicinity of India Gate. When people point their phone camera towards India Gate, the app shows them the name of all 74,187 martyrs versus 13,000 names that one can see through the naked eye.
Commenting on the innovation, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said, “Technology is enabling us to reimagine the world we live in. Today, there are no limitations. This idea is not just a triumph of technology, but also a win for each Indian. We are welcoming and honouring our heroes and making an iconic monument even more iconic. India Gate holds a special place in our hearts. And with this drive, we are making it even more special. Lava takes a lot of pride in being Indian and this campaign strengthens their positioning as a brand that is proudly Indian.”
Vishal Sagar, Creative Director, Dentsu Webchutney said, “This is a project that has a lot of emotional and historic value for us. The fact that we could create something to remind the future generations of our glorious past gives me immense joy. It is more than a campaign idea for us. It is history in the making.”
The Homecoming Project app also allows people to search for names and points them to the accurate placement of the names on India Gate. The Homecoming Project brings our heroes home. Finally.
Sudesh Samaria: Chief Creative Officer
Gurbaksh Singh: Chief Creative Technologist
Nishi Kant: EVP and Branch Head
Vishal Sagar: Creative Director
Abhinav Parshad: Group Head - Copy
Tejasvi Gulati: Jr. Copywriter
Hemant Kumar: Director - Motion Graphics
Rabindra Nath: Group Head - Art
Teresa Sebastian: Sr. Art Director
Sumera Dewan: AVP - Account Management
Ashima Garg: Account Director
Lohitaksh Guliani: Account Manager
Mansi Chauhan: Account Executive