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Dentsu and Arture reintroduce ‘Bapu’ into cashless economy
MUMBAI: Dentsu Webchutney, on the occasion of Gandhi Jayanti, partnered with Arture to create a way where Bapu can be experienced in both, the cash and the cashless world. Dentsu Webchutney is the digital agency from Dentsu Aegis Network while Arture is a vegan lifestyle and accessories brand headquartered in Chennai.
The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to the Mahatma, also features Arture’s two co-founders — Shivani Patel and Keshsa Vasant.
Since demonetisation, more and more urban and semi-urban Indians have been steadily shifting from physical cash to card, mobile wallet and netbanking payments. While all agree that the new ‘cashless’ money is more convenient, it does not carry the symbol millions of Indians associate with. Cash in the first place: the face of Mahatma Gandhi.
Dentsu Webchutney senior creative director PG Aditya says, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That’s something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level.”
Arture co-founder Shivani Patel adds “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ‘ahimsa’ and compassion into the way our products are built — 100 per cent vegan and sustainable.”
The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of the Mahatma through their work in the state.
MAM
Reliance Jewels launches ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’ campaign
Gajraj Rao and Pratibha Ranta star in new father-daughter story promoting gold as a smart investment.
MUMBAI: Reliance Jewels has found the perfect way to make gold buying feel both traditional and timely by letting a father and daughter have a heart-to-heart about turning sentiment into smart sense. Network Advertising has conceptualised and executed a fresh campaign for Reliance Jewels ahead of Akshaya Tritiya, featuring actors Gajraj Rao and Pratibha Ranta from the acclaimed film Laapataa Ladies. The campaign cleverly captures a subtle but significant shift in how today’s consumers approach gold purchases.
At its core is the idea of ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’, which repositions gold jewellery as not just an auspicious buy, but also a thoughtful, wearable investment especially relevant amid fluctuating gold prices.
The light-hearted yet emotionally resonant film shows a father-daughter conversation that balances cultural tradition with modern financial sensibility. It reflects how younger buyers are viewing gold through a dual lens: one of sentiment and the other of tangible value.
Network Advertising chief creative officer Shayondeep Pal said the team aimed for a classic slice-of-life tone, “Scripting was key to strike a balance between everyday conversation and brand speak. With Gajraj Rao and the charming Pratibha Ranta, we knew they would pull it off with believable ease.”
Network Advertising executive vice president for digital Rohan Nair added, “Akshaya Tritiya has always been about tradition and belief. What’s changing is how that belief is expressed. Today, it’s less about following a ritual blindly and more about making a considered choice.”
The campaign is being amplified across TV, print, OOH, digital, and social platforms, targeting younger audiences while retaining strong appeal for traditional consumers.
In a market where gold carries both emotional weight and investment potential, Reliance Jewels has struck a fine balance reminding buyers that this Akshaya Tritiya, they can celebrate tradition and make a smart move at the same time. The campaign proves that sometimes the most powerful stories are the ones that feel like a warm family chat.
