Taking forward its brand trait of giving a platform to ‘public opinion’, the Lokmat Group, is putting together a Freedom Wall that is designed to give the public a platform to voice their views on various developments. The e-wall, as Lokmat Group’s Director Bharat Kapadia calls it, can be accessed through Lokmatwall.com. The site would be open to all audiences and would be an on-going initiative from the Lokmat Group.
The teaser campaign for the ‘wall’ kicked off on September 30, 2009 across all Lokmat publications. The Group is also creating TVCs for promoting this e-wall. The creative agency on the project is Onads Communication, which has also played a key role in setting up the virtual wall. The wall would be launched through an on-ground event on October 2, 2009.
Kapadia explained that the there was a lot happening in the environment around us and that people, especially the youth, needed a platform to voice their views. At the same time, the intention was to keep the interaction with the public fun and as far reaching as possible. Consequently, Lokmat has induced various features in the wall.
The wall would be integrated with Facebook, and the near future would also see Idea Cellular, the sponsors of the wall, allowing people to post on the wall through text messages.
The wall would see different sections like Historical section, where the quotes of people like Mahatma Gandhi and Mother Teresa can be found; a celebrity section and a general section. There is also a search function, where viewers can find quotes and also download their own wall, being able to choose who their neighbours on the wall would be.
In the entire Freedom Wall, a single posting becomes a brick on the wall, and the mascot of the wall hence is Brickman. The role of Brickman is to promote and act as a watchdog. Kapadia elaborated, “Since we are expecting the postings in significant numbers, we would not be doing pre-censorship, but would rely on Report Abuse for monitoring the content on the wall.”
The Freedom Wall would also allow people to post comments in Hindi, Marathi and English. People can simply write their message in Roman English on the wall and it would be automatically transliterated in Hindi or Marathi. Going forward, the wall would also have a section called ‘Build India’, where different monuments can be built with different number of postings becoming bricks of the monument.
Reiterating the brand promise, Devendra Darda, Executive Director, Lokmat Group, said, “Lokmat stands for public opinion, and this initiative is another step in that direction, and in our endeavour to connect with the audience in India, and give them a platform to voice their views.”
Speaking more on the on-ground event on October 2, Kapadia explained, “On October 2, we are putting an 80-feet wide wall at the Gateway of India, which will be open to the public between 4 pm and 7 pm, where they can come and write their views. We would then post it on the digital wall as well.” Red FM is a media partner for the event, while Camlin Markers has also been roped in as partner.
Kapadia concluded, “This Freedom Wall is not freedom from geographical boundaries, but freedom of mind. This is the only wall in the entire world that would unite people, and not divide them.”