WT India conceptualises #WhatMakesUsOne campaign for The Times of India

The Times of India has launched a film to celebrate the invisible thread that binds all as one in spite of our diverse differences.

Created by Wunderman Thompson India, #WhatMakesUsOne campaign is live across national news media, social media and various digital platforms. The campaign invites every Indian to participate and celebrate the Idea of India in their own way.

Commenting on the campaign, Kaustuv Chatterjee , Brand Director TOI & Languages, said, “Over the past decades India has made rapid strides in various sectors, and this has fuelled a sense of pride in the nation’s growing stature in the world. In this context, our new initiative from TOI – #WhatMakesUsOne, focuses on the many unifying threads that make up our Idea Of India. Despite our diversity and multiculturism, the threads that unite us also drive our growth in the world today powerfully. Just look at what’s happening in Space-Tech, Defence, IT, Sports or our cultural influence across the world. We hope this initiative will spark conversations and connections around What Makes Us One, as we prepare to celebrate our 74thyear of becoming a Republic.”

Senthil Kumar, Chief Creative & Film Director, Wunderman Thompson India, said, “INDIA WAS AN IDEA LONG BEFORE IT BECAME A FREE NATION. It was the song from a thousand years ago. It was the spirit of thousands of freedom fighters. It was written in blood by the thousands who laid down their lives for our freedom. It was the same thread of unity in diversity and adversity and festivity. It is the same thread that continues to bind us as one nation, in spite of our diverse differences. It is the invisible ektara that stirs our souls and ignites our hearts. This binding thread of tolerance and inclusivity is represented as the thread of light cinematically and metaphorically in the powerful Times Of India narrative form.”

Joy Chauhan, Sr. VP & Managing Partner, Wunderman Thompson, Delhi, added, “The idea of India is a campaign that makes you pause and yet again fall in love with our magical nation. What makes us one is a question with over a billion answers. Its depth is unseen and uncharted. Today with our potential and the will to lead this world the Idea of India has never looked brighter. It was an opportune time to celebrate our diversity and #WhatMakesUsOne We are proud to partner the iconic Times of India in this celebration.”

Credits:

The Times of India Brand Team

Sivakumar Sundaram – Chairman Of the Executive Council (CEC)

Kaustuv Chatterjee – Brand Director – TOI & Languages

Debadyuti Karan – General Manager – TOI, East & Special Projects

Badal Rag – Vice President – TOI, North & East

Wunderman Thompson Creative Team

Senthil Kumar – Chief Creative Officer

Shams Jasani – Chief Executive Officer

Pinaki Bhattacharya – Chief Strategy Officer

Joy Chauhan – SVP & Managing Partner

Siddharth Prasad – Executive Creative Director

Bhavana Dogra – Executive Business Director

Amrita Hazari – AVP & Client Services Director

Mandeep Singh – Films Head

Music credits

Music Director: Druv Ghanekar

Lyricist: Swanand Kirkire

Singers: Krishna Beuraa, Rishikesh Kamerkar, Darshan Menon

Sound Studio: Wah Wah Music

Sound Engineer: Ishan Naik, Jash Mistry, PA Deepak

Original Voices of Mahatma Gandhi, Subash Chandra Bose, Jawaharlal Nehru, Sardar Patel, Indira Gandhi, AB Vajpayee, Narendra Modi & Rakesh Sharma – Source : Prasar Bharati Network.

Film production credits

Production House: Thinkpot Films

Director: Senthil Kumar

Executive Producers: Manoj Pillai, Sunil Nair

Managing Director: Geetha Chalattil

Creative Producer: Krithika Manohar

Director of Photography: Harshvir Singh Oberai

Associate Cinematographer: Arpit Bharde

Cinematographers South: Spoorthi Gupta, Raj Mohan, Chethan KMS

Cinematographers East: Arnab Pal, Prasanta Kumar

Cinematographers West: Mohit Gurjar and Team BrainWings

Cinematographers North: Danish Qazi, Praksh Jain, Ashish Tanwar