The Culture Project
Media associated with this campaign
Overview of this campaign
HISTORY & IDENTITY: COLORED BY THE LENS ONE SEES IT WITH
For the French, world history is centred on the French revolution. For Italians, it’s the Renaissance and Roman empire. For Americans, it’s the war of independence. For Indians, the roots of civilization are in the Vedas. We live among discordant historical narratives, designed to create collective belonging to imaginary identities called nations. National identities are now political theatre.
THE IDEA OF INDIA: OUR DIFFERENCE IS OUR SIMILARITY
The idea of a singular identity is unfathomable for an ageless civilization that was the birthplace of four major religions, 23 languages and 22000 dialects, dozens of traditions of dance, eighty-five major political parties and 300 ways of cooking potato! If there’s one thing that’s common to us – it’s our difference.
Shashi Tharoor says – It’s the idea of an ever-ever land - emerging from an ancient civilization, united by a shared history, sustained by pluralist democracy. The whole point of Indian pluralism is you can be many things and one thing simultaneously.
And hence “Unity in diversity” is the most hallowed of independent India’s self-defining slogans.
PLURALITY UNDER THREAT?
Safeguarding plurality was a challenge India faced at birth. Seven decades later, the challenge remains. In recent times we’ve seen mob lynchings against minorities, attempts to polarize people on caste/linguistic lines, and divisive debates in the name of mosques and temples. Beyond politics and economics – the cultural report card has slipped dramatically.
Take out the arts and culture from society, and you're left with a society bereft of a national conversation … about its identity or anything else.
As India’s leading newspaper which prides itself on its role in nation building, it was imperative for us to reaffirm this plurality, best expressed through culture.
We launched the Culture Project to remind citizens that plurality is what defines us and we must strive to keep it alive.
- Propagate an energetic engagement with our diversity
Strengthen our belief in pluralism and co-existence
Results for this campaign
''Great nations,'' said John Ruskin, ''write their autobiographies in three manuscripts - the book of their deeds, the book of their words and the book of their art”. The Culture Project revisited the Book of Art.
The Project was implemented in Varanasi, the world’s most ancient city. Kings of ancient India gifted land to people on the banks of river Ganga in Varanasi. Centuries later, this confluence of cultures came to personify the diversity of India.
The Culture Project was named “Kashi Anand”, meaning “celebrating the true essence of Kashi”.
We created a stage on the banks of the river Ganga where performers from different regions of India performed every evening for 90 consecutive days.
Over 350 performances conducted on the Kashi Anand stage
Over 1000 performers enthralled audiences through their dance or music expressing their unique cultures.
Over 1,00,000 people watched these live performances.
The newspaper created a larger audience for this message of national identity by oublishing over 90 full pages worth of content on the Culture Project.
Celebrating culture connects a civilization to its roots – always bringing us back to our centre regardless of how far we’ve gone down the road to progress. The purpose of the culture project was to make Indians feel their diversity, and to reassure every ethnic group that they have a part to play in India without discarding their traditions. By enabling this, Kashi Anand became a marker of social cohesion.
Impact on Brand
Brand Parameters: We scored highest on Awareness, Satisfaction, Preference, Intention to Read and Recommendations – On these parameters, we were ahead of competition by 1.7X
Brand Imagery: We ranked the highest on every brand imagery parameter. On key parameters, we outscored competition by 1.54X:
- “This newspaper is helping create positive change in society”
- “This newspaper involves communities to come forward to play an active role in nation building”
- “This newspaper is inspirational”
- “I look forward to getting this newspaper”
*Source : Brand Study, Dec ‘2018