DNA Festival Posters
The campaign focusses on the India Positive spirit of our festivals. Even in the most deeply rooted Indian festivals and traditions, it is rather shocking to see the inclusion of Chinese goods. Be it manufacturing colours for holi, dumping excess Chinese lamps for Diwali or smuggling across banned Chinese manjha for Sankranti, these ads bring to light the Chinese invasion of our festivals. In this campaign, we have equated the Chinese to famous villains from Hindi films, who try to capitalize on our festivities for their gains. Despite our attempt to promote domestic production vis-à-vis Chinese goods, we have at every point made it a point not to mention ‘China’ or ‘Chinese’. We have used a tongue-in-cheek approach of satire.
The campaign focusses on the India Positive spirit of our festivals. Even in the most deeply rooted Indian festivals and traditions, it is rather shocking to see the inclusion of Chinese goods. Be it manufacturing colours for holi, dumping excess Chinese lamps for Diwali or smuggling across banned Chinese manjha for Sankranti, these ads bring to light the Chinese invasion of our festivals. In this campaign, we have equated the Chinese to famous villains from Hindi films, who try to capitalize on our festivities for their gains. Despite our attempt to promote domestic production vis-à-vis Chinese goods, we have at every point made it a point not to mention ‘China’ or ‘Chinese’. We have used a tongue-in-cheek approach of satire.