Objective:
Promote Muktrang (Colours of Freedom) an initiative by Indigo Paints & Vanarsena, gave a colorful facelift to Yerawada along with the participation of 150 jail inmates!
Story:
The Yerwada Jail in Pune houses over 4500 Convicts. For the inmates the only activity to escape the reality was the vocational training activities of the jail.
Indigo Paints along with NGO Vanarsena went beyond the call of duty to bring colours in the life of these inmates. The inmates worked shoulder to shoulder with civilians to paint the walls of Yerwada Jail.
Approach:
With an objective to bring this heart moving initiative to the social media users, #ColoursOfFreedom came to life.
Rather than launching the campaign video directly, we used Social Media Platforms to build the curiosity around by uploading Photos of the walls painted by the inmates which was followed by the build up to the campaign by sharing video snippets, quotes from Deputy Inspector General of Yerwada Jail, Interactive Updates and Contest to create the buzz around #ColoursOfFreedom. The Yerwada Jail Primary Video was uploaded 15 days into the campaign.
Results:
160000+ Impressions
300% Increase in Reach & Engagement
45000 Unique Engagement
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