On the occasion of Gandhi Jayanti, Dentsu Webchutney partnered with Arture to create a way where Bapu can be experienced in both the cash and the cashless world. The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to Mahatma Gandhi, also features Arture’s two co-founders, Shivani Patel and Keshsa Vasant.
Speaking about the new initiative, PG Aditya, Senior Creative Director, Dentsu Webchutney said, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That’s something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level.”
Commenting on the campaign, Shivani Patel, Co-founder, Arture said, “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ahimsa and compassion into the way our products are built- 100% vegan and sustainable. This is our little way of ensuring the baton of Bapu’s values is passed on to our customers who are going cashless as well.â€
The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of Mahatma Gandhi through their work in the state.