Dentsu Webchutney & Arture reintroduce Bapu into cashless economy
On the occasion of Gandhi Jayanti this year, Dentsu Webchutney partnered with Arture to create a way where Bapu can be experienced in both the cash and the cashless world. For the record, Dentsu Webchutney is the digital agency from Dentsu Aegis Network, while Arture is a vegan lifestyle and accessories brand headquartered in Chennai.
The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to Mahatma Gandhi, also features Arture’s two co-founders, Shivani Patel and Keshsa Vasant.
Over the last year, ever since demonetisation, more and more urban and semi-urban Indians have been steadily shifting from physical cash to card, mobile wallet and netbanking payments. While we can all agree that our new ‘cashless’ money is way more convenient and transparent, it doesn’t carry the symbol millions of Indians associate with cash in the first place: the face of Mahatma Gandhi.
Speaking about the new initiative, PG Aditya, Senior Creative Director, Dentsu Webchutney, said, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That’s something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level.”
Commenting on the campaign, Shivani Patel, Co-founder, Arture, said, “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ahimsa and compassion into the way our products are built – 100 per cent vegan and sustainable. This is our little way of ensuring the baton of Bapu’s values is passed on to our customers who are going cashless as well.”
The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of Mahatma Gandhi through their work in the state.