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As part of the Silent Anthem campaign, BIG Cinemas had created a new video on the occasion of India's 61st Republic Day, which was a silent rendition of India's National Anthem, interpreted through sign language. The video was played in all BIG Cinema theatres, before a film commenced.
The Silent Anthem campaign shouted loud at The Cannes - International Festival of Creativity in 2011.
It bagged one silver in the PR Lions category, and two bronze lions in Promo & Activation.
The emotions that the campaign showered cut across the jury in all three categories. In a conversation post, Warren Brown, creative founder BMF and the jury president of the Promo & Activation Lions, says, "The idea and its cultural significance wasn't lost on the jury, who was impressed with the use of cinema as a medium, which is massive in India. "