Jammu & Kashmir Tourism Department: RENEWS KASHMIR

Credits & Description:

Advertiser: JAMMU & KASHMIR TOURISM DEPARTMENT
Agency: PUBLICIS COMMUNICATIONS
Category: Best Low Budget Campaign
Creative Director (Copy): Auryndom Bose (Publicis Communication Pvt. Ltd.)
Art Director: Bilal Ahmed (Publicis Communication Pvt. Ltd.)
Creative Director(Copy): Sharthak Guha (Publicis Communication Pvt. Ltd.)
Senior Creative Director: Mohit Tomar (Publicis Communication Pvt. Ltd.)
Copywriter: Ravikant Tagore (Publicis Communication Pvt. Ltd.)
Executive Creative Director: Ritu Sharda (Publicis Communication Pvt. Ltd.)
Creative Director (Art): Avinash Kumar (Publicis Communication Pvt. Ltd.)
Creative Director : Sudhir Das (Publicis Communication Pvt. Ltd)

Outcome
The initiative was a huge success with a perceivable change in the way Kashmir was being reported about in all major dailies, TV and radio. There was also a shift in popular blogs with more focus being given to the positives of the valley.Cost of Manufacturing each box: US $ 10.18 x 200 pieces: US $ 2035.25Cost of Packaging each box: US $ 19.99 x 200 pieces: US $ 3997.82 Cost of courier delivery of each box: US$ 5.45 x 200 deliveries: US $ 1090.31Total Cost of Project: US $ 7123.38

Execution
While there's some bad in Kashmir, it's still one of the most beautiful places in the world. By using the clippings of violence to create something beautiful, we tried to highlight the beauty that still exists in the valley while using an iconic work of art from the state itself to create the perfect vehicle.

Client Brief Or Objective
Kashmir has been marred by violence for decades. What's worse, the popular image of Kashmir has been further tarnished by bad press that has highlighted the bloodshed, the riots and clashes in the valley. We were asked by J&K Tourism to create a solution that would attack the negative perceptions of opinion makers - the press.

Implementation
We created the ReNews Kashmir Project - An initiative that took news clippings about the violence in Kashmir and used them as the raw material for beautiful Papier - Mache objects. We got thousands of clippings from volunteers that were turned into hundreds of boxes and then sent to journalists with a message that talked about the beauty of Kashmir and asked them to rethink the way they looked at the valley.