Ahmedabad bomb blasts on July 26 that killed 55 and injured more than 160 people, Sambhaav Media, the leading media company in Gujarat, launched an OOH public service campaign for peace. The company did so at its own cost.
While the media company's publishing side reported the breaking news and the plight of the people, understanding its social responsibility, the company also went a step further.
Around 10 hoarding sites were used, with messages in Gujarati like 'Let's continue the mission of peace', 'Sambhaav recommends peace', and 'The lunch box is for food; don't make it deadly'. The five creatives were devised by Sambhaav Media's inhouse creative team.
Specially designed message boards were also put up at malls like Himalaya Mall and Iskcon Mega Mall, where people could write their messages to propagate peace and shun terrorism.
The campaign was the brainchild of Kiran Vadodaria, chairman and managing director, Sambhaav Media, who felt that it was the need of the hour. He says, "Gujarat is one of the fastest developing states and is the birthplace of Mahatma Gandhiji, who always wanted a non-violent atmosphere. This initiative was taken to reach out to the masses, to appeal to them to keep calm and keep away from anti-social activities."
Vadodaria says, "Sambhaav was the first organisation to do such an activity in Gujarat. I hope this news will inspire other media houses to reach out and help the public also."
The response, the company says, has been good, with all sections of society appreciating the initiative taken.