Citizens' Council for a Better Tomorrow - "Om"

Aakanksha Group Mumbai, India

2040

Title	Om
Agency	Aakanksha Group
Campaign	Om
Advertiser	Citizens' Council for a Better Tomorrow
Brand	Citizens' Council for a Better Tomorrow
Posted	May 2004
Business Sector	Religious Group
Tagline	"Om" - peace, peace
Tagline (original language)	"Om" - shanti, shanti
Story	The ad is based on a famous Hindi Chant known to every one in this world "Om Shanti Shanti". The visual depicts how the two religions co-exist in the religious letter "Om" and it connotes that God is one. Shanti, Shanti means peace. And this was used to spread the message of peace and harmony between two religions.
Philosophy	The solution was very simple. We took the famous Hindu Chant known to every one in this world "Om Shanti Shanti", and visually depicted how the two religions co-existed in the religious letter "Om". Shanti, Shanti means peace, thus, the message of peace and harmony was delivered in the simplest manner. Moreover, the whole thing connotes that God is one.
Problem	The objective was to maintain peace between two religions - Hindu and Muslims. There was tension between the two religions because of bomb blasts in the Mumbai city. Mumbai was the place, in 1992, where the Hindu-Muslim riots took a heavy toll. The heat of this fire was felt across the country. This time again, the people in the city had fear of another sequel of Hindu-Muslim riots.
Media Type	Newspaper
Market	India
Creative Director	Vineet Bhagchandani
Copywriter	Vineet Bhagchandani
Art Director	Dipesh Kowarkar