31 Mär., 2017

Spotlight on “A Tale of Two Cities”

01 The Hindu Board

Earlier this year JWT India launched “A Tale of Two Cities,” an interactive campaign developed for Indian newspaper The Hindu. The mobile campaign tells the story of the two sides of Bangalore, also known as Bengaluru, and invites users to see the true #SpiritofBengaluru.

We caught up with JWT South Asia’s Chief Creative Officer Senthil Kumar to learn more about the innovative effort.

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What was the motivation behind "A Tale of Two Cities?"

The Hindu, a daily newspaper based in Chennai, India, wanted to awaken India’s citizens, all potential readers of the paper, by showcasing the two sides of the Bengaluru, also knownas Bangalore, India’s third largest city, like never before. One side blessed by Mother Nature with a thousand lakes and evergreen gardens and at one time referred to as India’s Garden City and Silicon Valley. The other side challenged by an overwhelming population surge, a trash crisis, pollution and vanishing lakes. Recently, many news outlets have focused on the less positive side of the city. We wanted to create something that reminded that the beauty of Bangalore had not been forgotten while also encouraging them to be part of the change they want to see in Bangalore. Ultimately, The Hindu, a news source, was delivering a wake up call that real change is in our hands.

How does it work?

It all started with the unique mobile code that was cracked for two different videos to run parallel at the same time on one interactive video platform, viewed by simply switching the orientation of your mobile phone screen from landscape to portrait or vice versa. This has never been done before. There was the unique challenge that, on orientation detection, the video player had to play toggle video media, one for landscape and another for portrait. Off-the-shelf Media players like Vimeo or YouTube provide APIs which are fixed in specifications and not customizable.

The development team built a customized HTML5 video player that supports dynamic changing of media content on orientation detection with zero video frame losses and supports programmatic movement of the Seekbar, the bar usually at the bottom of a video that shows how far into the video you’ve progressed. It was built on Open HTML5 standards, which means, this unique video player will work across platforms (Windows, Linux Mac/iOS, Android) and across browsers. The interactive experience was them transferred onto a microsite and can be experienced on non mobile screens like desktops and laptops and even interactive television with a switch button that pops up below the video screen.

Tell us about the song.

The background score the result of a passion collaboration between past and present. The song is based on a two hundred year old poem called 'Baaro Sadhanakerege' by celebrated Kannada poet, the Late Dr. Da Ra Bendre. He penned it upon returning to his village. The song was rewritten in a new avatar for Bengaluru by Vasuki Vaibhav. Finally, for this video, it was composed, performed and produced by legendary Kannada folk rock singer Raghu Dixit.

What was the reach of the campaign?

More than 4.5 million citizens shared this experience across social media and it garnered more than 46.5 million impressions on Twitter. It also reached more than half the city’s population with an unprecedented chain reaction on the WhatsApp share platform.

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