Top Story


Home >> Digital >> Article

Dentsu Webchutney, Arture create ‘Bapu Wallets’ on occasion of Gandhi Jayanti

Font Size   16
Dentsu Webchutney, Arture create ‘Bapu Wallets’ on occasion of Gandhi Jayanti

On the occasion of Gandhi Jayanti, 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 net banking 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 associated 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% 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.

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.