At the beginning of times the world had one language - one common speech for all people. The people of the earth became skilled in construction and decided to build a city with a tower that would reach to heaven. By building the tower they wanted to make a name for themselves and also prevent their city from being scattered.
God came to see their city and the tower they were building. He perceived their intentions, and in His infinite wisdom, He knew this "stairway to heaven" would only lead the people away from God. He noted the powerful force within their unity of purpose. As a result, God confused their language, causing them to speak different languages so they would not understand each other. By doing this, God thwarted their plans. He also scattered the people of the city all over the face of the earth.
India is home to many different cultures, 22 languages and more than 1000 dialects. As a result, people are not united. They do not understand each other, or even recognize themselves as members of the same country. DDB Mumbai was challenged to create a campaign that would promote union between all the Indian community. They came up with a brilliant idea:
Movie theaters in India always play the national anthem before every film screening. This year, DDB Mumbai substituted the expected video with one featuring speech and hearing impaired children singing the national anthem in sign language. It demonstrates, as Bobby Pawar CCO of DDB Mumbai stated, "that patriotism speaks one language, that of the heart."
This particular ad has a very important message for every nation in the world. We need to unite against all the prejudices and stereotypes that are destructing us. Lets come together to free our World from the prejudices that divide us...The prejudices of language, region and religion.
Disclosure: I work for DDB Canada since September 2010.. and I couldn't be prouder.
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