{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"MEDIA LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE INC., GURUGRAM","is_link":false},{"keyword":"TITLE","content":"GARUDA RAKSHAK ","is_link":false},{"keyword":"BRAND","content":"DSP MUTUAL FUND","is_link":false},{"keyword":"ADVERTISER","content":"DSP MUTUAL FUND","is_link":false},{"keyword":"AGENCY","content":"DENTSU CREATIVE, GURUGRAM","is_link":false},{"keyword":"SENIOR VICE PRESIDENT (MARKETING)","content":"ABHIK SANYAL","is_link":false},{"keyword":"ASSISTANT VICE PRESIDENT (CONSUMER)","content":" KAUSTUBH PAWAR","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"AMIT WADHWA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"INDRAJEET MOOKHERJEE","is_link":false},{"keyword":"GLOBAL CREATIVE EXCELLENCE","content":"JAYME BLASKO\/PAOLA MOTKA\/JOHN MESCALL","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"GURBAKSH SINGH\/SURJO DUTT","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"ROMIT NAIR\/MOUMITA PAL\/MARK FLORY\/MANZOOR ALAM\/VIMALKIRTI DESHMUKH","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"ASHTON RODRICKS\/KRITARTH NANDA\/MANORANJAN KUMAR\/SIDDHANT GUPTA","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"GURBAKSH SINGH","is_link":false},{"keyword":"ART DIRECTOR","content":"SATINDER SINGH\/GAUTAM JANGRA\/ROHIT SHARMA","is_link":false},{"keyword":"COPYWRITER","content":"ANWESHA GANGULY\/HIYA MUKHERJEE\/ARUNDHATI DEB","is_link":false},{"keyword":"TECHNICAL DIRECTOR","content":"RAHUL SHARMA\/PRAVEEN RAY\/KATYAYANI BHARDWAJ","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"RAKESH BAIRWA\/VISHAL DIXIT (FALCO ROBOTICS)","is_link":false},{"keyword":"AGENCY PRODUCER","content":"JITENDER MALIK (HASHSTUDIOZ)","is_link":false},{"keyword":"PROGRAMMER","content":"ADITYA KUMAR VERMA\/PANKAJ RAJPUT\/DEEPAK JHA\/KULBHUSHAN SRIVASTAVA\/VAIBHAV GUPTA\/RAHUL KUMAR\/\r\nMINAKSHI MISHRA\/NEELESH PANDEY\/PRATEEK GUPTA\/SAURAV KUMAR\/MANISH KUMAR","is_link":false},{"keyword":"RESEACH & DATA ANALYST","content":"MANYA GAJWANI","is_link":false},{"keyword":"INTERACTIVE DESIGNER","content":"ANCHAL TEWARI\/VYAS VISHWAKARMA\/RUPA SAHU","is_link":false},{"keyword":"DEVELOPER","content":"CHIRAG SAINI\/VISHESH DIXIT\/AYUSH GUPTA\/DATTARAY ATOLE","is_link":false},{"keyword":"ILLUSTRATOR","content":"RUPA SAMARIA","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"SUMEER MATHUR","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"UJJWAL ANAND\/SRIKANT GANESH","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"UMAIR KHAN\/GAURISHA SINGH","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"RUMELA CHANDRA","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"APARNA KULKARNI\/NAVMI KAMATH\/BENAZ PATEL\/MATHEW KUNJUMON\/PROSUN SARKAR\/ARUN RAJENDRAN","is_link":false},{"keyword":"PLANNER","content":"CHIRAGH PANCHAL","is_link":false},{"keyword":"MEDIA AGENCY","content":"DENTSU CREATIVE, GURUGRAM","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"IMTIYAZ IMTIYAZ","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"VIHANG KULKARNI","is_link":false},{"keyword":"MEDIA PLANNER","content":"HASNAIN KURESHI","is_link":false},{"keyword":"PR AGENCY","content":"DENTSU CREATIVE, DELHI","is_link":false},{"keyword":"PR DIRECTOR","content":"ANINDITA SARKAR","is_link":false},{"keyword":"PR MANAGER","content":"PRERNA SAGVEKAR\/ALIFIYA HIRANI\/LUBNA SURTI","is_link":false},{"keyword":"MEDIA RELATIONS","content":"ARCHIE KOTHARI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"USEFUL GARBAGE CREATIONS, MUMBAI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"CHANDRA MANI","is_link":false},{"keyword":"DIRECTOR","content":"SIDDHARTHSHANKAR SHUKLA","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"MANISH RAWAT\/RISHI VYAS\/KULDEEP RAWAT","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"SNEHA BHAIRI\/TUSHAR SABHARWAL","is_link":false},{"keyword":"LINE PRODUCER","content":"DEVENDRA SINGH CHAUHAN\/KULDEEP SINGH SIKARWAR","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"JAY PANCHAL","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"USEFUL GARBAGE CREATIONS, MUMBAI\/DENTSU CREATIVE, DELHI","is_link":false},{"keyword":"MOTION GRAPHIC","content":"GAURAV PAWAR","is_link":false},{"keyword":"POST EXECUTIVE PRODUCER","content":"SAHIL CHAUHAN","is_link":false},{"keyword":"POST PRODUCER","content":"AKSHAT AMAN","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"NAVEEN PRINTERS, DELHI\/DENTSU CREATIVE, DELHI","is_link":false},{"keyword":"PRINT EXECUTIVE PRODUCER","content":"JACOB PHILIP","is_link":false},{"keyword":"PRINT PRODUCER","content":"SAUMYA ARORA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Garuda Rakshak was DSP Mutual Fund’s brand purpose brought to life at the 2025 Purna Maha Kumbh. Faced with overwhelming crowd size, mobile network collapse, and missing children, DSP saw an opportunity not to communicate, but to intervene. \r\n<br>Partnering with Falco Robotics, DSP introduced Garuda Rakshak, a drone rescue solution modeled after the divine protector of sacred gatherings. Designed to operate offline in the absence of mobile networks, the drone communicated with children’s wristbands via ultra-low frequency signals to track their exact location and guide rescuers. \r\n<br>The biggest challenge was building real-time tech that worked offline and making it emotionally resonant in \r\na sacred, high-emotion environment. The hand-painted Garuda design invoked faith and safety, turning the drone into a symbol of hope. \r\n<br>The campaign successfully reunited all wristband wearers, with 78% traced within five minutes, positioning DSP\r\nas a brand of emotional trust.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The creative idea was to revive the myth of Garuda - the ancient divine protector as a modern, tech-driven savior.\r\nBy merging folklore and futuristic engineering, DSP Mutual Fund created a culturally iconic solution: drones that didn't just look like Garuda, but acted with his divine mission of protection, reuniting lost children with their families. \r\n<br>This transcended category boundaries. It wasn’t a campaign. It was divine symbolism reimagined as real-world safety. While cell signals failed, the drone system used marine navigation techniques and ultra-low frequency communication to work completely offline, locating children through their wristbands in a 4000-hectare crowd. \r\n<br>Garuda Rakshak became an active protector, saving lives in real-time. By combining technology with tradition,\r\nDSP activated its brand purpose in the most tangible way, proving a brand can be more than just a message – it can be a guardian.","is_link":false},{"keyword":"STRATEGY","content":"The Garuda Rakshak strategy was grounded in the cultural and logistical challenges of the Purna Maha Kumbh.\r\nWith over 660 million attendees and the collapse of cellular network, DSP needed a solution beyond conventional media. The brand’s mission to “Invest for Good” called for action, not just communication.\r\n<br>\r\n<br>After extensive research, DSP partnered with Falco Robotics to create a technology solution that used 1970s marine navigation systems to build an offline, 8-bit communication system. This system allowed the drone to track the exact location of children through ultra-low frequency signals sent by wristbands.\r\n<br>\r\n<br>Targeting the most vulnerable families with children, DSP addressed a real-world problem by delivering a culturally relevant solution. The use of Garuda, a revered figure in Hindu mythology, was both emotionally resonant and\r\na symbol of trust in a high-stakes cultural environment. This allowed DSP’s technology to function as a cultural bridge, blending brand values with local insights.","is_link":false},{"keyword":"EXECUTION","content":"Garuda Rakshak was a seamless blend of technology, cultural symbolism, and real-time crisis intervention. Volunteers at entry points distributed wristbands to children that emitted ultra-low frequency ULF signals. When a child went missing, parents reported it at the nearest Lost and Found center, activating the signal. The Garuda-inspired drone received it, pinpointed the child’s exact location, and alerted on-ground responders.\r\n<br>Flying at 80 km\/h across a 4,000-hectare crowd, where density made visual search impossible, the drone used ULF signals to locate the child without relying on mobile networks. It hovered above the spot, guiding rescue teams with clear visual sky markers, enabling reunions in under five minutes.\r\n<br>\r\n<br>At the 2025 Purna Maha Kumbh, traditional media was ineffective due to complete network collapse. DSP Mutual Fund leveraged technology as the medium itself. By deploying offline-operating Garuda Rakshak drones, the brand transformed a life-saving intervention into communication, embedding itself in a live, emotional moment. This use of functional, real-time technology in a high-faith setting made brand purpose tangible and deeply resonant, redefining media as meaningful presence rather than messaging.","is_link":false},{"keyword":"RESULT","content":"Garuda Rakshak brought DSP Mutual Fund’s brand purpose to life through real-world impact. \r\n<br>\r\n<br>Every child wearing a wristband was successfully reunited with their family, and 78% were located in under five minutes.\r\n<br>\r\n<br>The initiative operated seamlessly across a 4000-hectare area with offline functionality, utilizing ultra-low frequency signals.\r\n<br>\r\n<br>The drone, designed after Garuda, became a welcomed presence, generating organic public attention at the Kumbh. Authorities on the ground acknowledged its effectiveness and expressed interest in replicating the system for future events.\r\n<br>\r\n<br>The campaign strengthened DSP’s brand health, associating the brand with safety, empathy, and innovation.\r\nIt shifted DSP’s image from a financial institution to a trusted protector, not through messaging, but through visible,\r\nlife-saving action. Brand affinity grew by 11% and consideration by 7%, creating the foundation for long-term trust and loyalty.\r\n<br>\r\n<br>By engaging in one of India’s most high-stakes cultural moments, DSP became a brand remembered for good.","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"The Purna Maha Kumbh is not just a gathering. It is a civilizational moment where faith, humanity, and scale come together. For centuries, it has represented spiritual protection, collective belief, and surrender to higher forces.\r\nYet within this vast convergence of over 660 million people, one recurring tragedy remains. Children get lost in the crowd, often with no way back. In a space where congested cellular networks fail, families instinctively turn to faith.\r\n<br>Garuda Rakshak was born at this intersection of belief and vulnerability. Rooted in Hindu mythology, Garuda, \r\nis believed to be the protector of the pilgrims of the Maha Kumbh. By reimagining Garuda as a life-saving drone, DSP Mutual Fund transformed an ancient symbol of protection into a modern, functional reality.\r\n<br>This was not symbolic branding layered onto culture. It was culture activated through innovation. The Garuda-inspired drone became a trusted presence within a sacred landscape, restoring hope where panic once lived.\r\nIn doing so, DSP honoured tradition while solving a deeply human problem, proving that at India’s most spiritual moment, technology could serve faith rather than replace it.\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/youtu.be\/Bmzi62_YZBA\t","is_link":true}],"files2":[{"name":"LRME_002.mp4","type":"mp4"},{"name":"LRME_002_DI01L.jpg","type":"jpg"}],"count":2}