Taproot India’s ‘Aman ki Asha’ campaign for The Times of India has been selected to be part of a major exhibition by Centre Pompidou, Paris on India. A few months back, the campaign had also found special mention by the British House of Commons.
Commenting on the development, Agnello Dias, Co-Founder & Chief Creative Officer,Taproot India, said, “For us at Taproot India and the TOI Brand Team, Aman ki Asha has become a landmark campaign as it is not often that an advertising campaign goes beyond the realm of conventional industry fora into the world at large to be appreciated at a global political level. A few months back, we also received the copy of a motion moved in the British House of Commons commending the campaign which, coupled with this, is probably bigger than any advertising award we have received.”
Centre Pompidou is presenting, what is being termed as the most important exhibition about India ever made in France, which will explore Indian society through the eyes of Indian and French artists. The exhibition is the result of an unprecedented Franco-Indian collaboration, ‘Paris-Delhi-Bombay’.
As part of the exhibition, a selection of the most creative Indian ads would be screened everyday from May 25 to September 12.
Speaking about the exhibition, in a prepared note, Alain Seban, President of The Centre Pompidou, said, “It’s a completely unprecedented project. In 2007, I launched the idea of a major exhibition that would bring the contemporary Indian art scene into dialogue with the contemporary scene in France. With globalisation, we are seeing not only the proliferation of centres of artistic production, but also the possibility of real inter-cultural dialogue. To help promote this dialogue, to establish communications through a highly original project bringing together Indian and French artists, this was an inspiring goal.”
‘Aman ki Asha’ is The Times of India’s initiative to promote peace between India and Pakistan. The first phase of the campaign was launched on January 1, 2010, while the second phase began later in that month.
The ‘Aman ki Asha: Destination Peace’ campaign looked beyond the confines of a 62-year-old political boundary to the primal bonds that tie together the people of India and Pakistan.
The campaign involved television, print, outdoor and radio, besides making its presence felt through social networking sites like Facebook, Orkut and Twitter.
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