CODE NAME: URI – A surgical strike on online piracy
A LAW that remained UNCHANGED for 67 years, an ONLINE CAMPAIGN which influenced its AMENDMENT in 22 days
To bring forth the issue of ONLINE PIRACY onto the national dias, while promoting the movie URI, Dentsu Webchutney devised a covert strike of their own. A fake film was shot with the lead actors of the original movie and uploaded on multiple torrent websites, and social media influencers were used to spread the news. The clip started like any other movie, only when the lead actors Vicky Kaushal and Yami Gautam took the center stage and pointed out this illegal activity.
The campaign got immense coverage across various news channels, and within 22 days of the launch, the Indian Government amended the Cinematograph Act of 1952. Dentsu also picked up the Bronze Lion in PR Category at Cannes Lions 2019.
