'When Lives are lost, No One Wins' - Zee News' faulty scoreboard scores a home run

[dray]

The news channel's OOH campaign, executed during the India-Pak match, confused spectators with the wrong scores and then delivered a powerful message.


Usually, outdoor campaigns convey the message directly and quickly to the target audience, via text and images, as there is not much time for people to comprehend, analyse and then come to a conculsion. Brevity is the key, in these cases.

But, Zee News took a different route in its recent OOH campaign, implemented across Jammu & Kashmir, Delhi, Lahore and Karachi, on the day of the ICC World Cup India-Pakistan match, held on February 15.



The channel installed manual scoreboards of a different kind. While spectators thought they were the ordinary, run-of-the-mill scoreboards, to keep on-lookers updated on the match, they were caught off-guard as the numbers didn't tally.

As India started to bat and the first wicket fell, the Indian wickets column displayed '1'. Within minutes, the wickets column read 2. People standing in front of the billboards in Lahore and Karachi celebrated. The Indians, on the other hand, checked the score on their mobile phones and realised the second wicket hadn't fallen. A few minutes later, the wickets column said 3. Before long, onlookers on either side of the border were convinced that the scoreboard was faulty.

To their surprise, no one came to rectify the faulty boards, instead the wickets column seemed to be in a hurry. It moved briskly from tens to thousands to tens of thousands, in no time. A similar pattern followed when Pakistan batted. The scoreboard at the end of the match read: India 0 for the loss of 547,290, Pakistan 0 for the loss of 546,371.


After India won the match, the copy on the scoreboard changed to 'When Lives are lost, No One Wins'. The numbers kept increasing and stopped at 547,290 for India and 546,371 for Pakistan.

These numbers indicated the number of lives lost at the border, since 1947, during the battles fought between the two countries; thus, depicting that neither country won anything by losing their soldiers.

The message was loud, clear and well-presented. It had the right effect on people as many came forward to light candles at the site, in memory of the fallen. The message from the 'Misunderstood Scoreboard' was indeed well received.

The campaign was executed by DDB MudraMax.

Zee News' faulty scoreboard scores a home run

 

[dray]

@levina @SarthakGanguly @ExtraOdinary @thesolar65 @scorpionx @ravi Nair @anant_s @Indischer @nair @SrNair @Razia Sultana @Robinhood Pandey @Roybot @jaunty @Abingdonboy @sancho @Srinivas @gslv mk3 @halupridol @Dash @MohitV @Skull and Bones @acetophenol @IND151 @HariPrasad @he-man @Guynextdoor2 @eowyn @Tridibans @sms @my2cents @neehar @jarves @Assault Rifle @lightoftruth @Rajaraja Chola @XiNiX @Android @nik22 @banvanaxl @OrionHunter @Star Wars @Nair saab @Shardul.....the lion @Brahmos_2 @desert warrior @gslv @Ashokudu @Badbadman @Mike_Brando @foxbat @oFFbEAT @Urbanized Greyhound @GR!FF!N @COLDHEARTED AVIATOR @Bang Galore @Dillinger @AUSTERLITZ @sandy_3126 @Dem!god @Kurama @Sourya Kharb @zip @wolfschanzze @RKO @ni8mare @Tangent @JD_In @illusion8 @kaku1 @blood @ranjeet @GURU DUTT @rockstarIN @Soms @SamantK @IndoUS @SR-91 @danish_vij @kaykay @Black Widow @StormShadow @Bombaywalla @kurup @raja hindustani @noksss @TejasMk3 @shuntmaster @JAT BALWAN @jatt @INDIC @jbgt90 @Sam Manekshaw @drunken-monke @Nova2 @Oscar @waz @Jungibaaz @LoveIcon @fakhre mirpur @Devil Soul @Leader @RAMPAGE @HttpError @Pomegranate @Pakistani Exile @Horus @Norwegian @A.Rafay @HRK @Jaanbaz @RescueRanger @Armstrong @SHAMK9 @FaujHistorian @Irfan Baloch @Syed.Ali.Haider @SpArK @Imran Khan

 

[kaku1]

The news channel's OOH campaign, executed during the India-Pak match, confused spectators with the wrong scores and then delivered a powerful message.


Usually, outdoor campaigns convey the message directly and quickly to the target audience, via text and images, as there is not much time for people to comprehend, analyse and then come to a conculsion. Brevity is the key, in these cases.

But, Zee News took a different route in its recent OOH campaign, implemented across Jammu & Kashmir, Delhi, Lahore and Karachi, on the day of the ICC World Cup India-Pakistan match, held on February 15.



The channel installed manual scoreboards of a different kind. While spectators thought they were the ordinary, run-of-the-mill scoreboards, to keep on-lookers updated on the match, they were caught off-guard as the numbers didn't tally.

As India started to bat and the first wicket fell, the Indian wickets column displayed '1'. Within minutes, the wickets column read 2. People standing in front of the billboards in Lahore and Karachi celebrated. The Indians, on the other hand, checked the score on their mobile phones and realised the second wicket hadn't fallen. A few minutes later, the wickets column said 3. Before long, onlookers on either side of the border were convinced that the scoreboard was faulty.

To their surprise, no one came to rectify the faulty boards, instead the wickets column seemed to be in a hurry. It moved briskly from tens to thousands to tens of thousands, in no time. A similar pattern followed when Pakistan batted. The scoreboard at the end of the match read: India 0 for the loss of 546,030, Pakistan 0 for the loss of 546,228


After India won the match, the copy on the scoreboard changed to 'When Lives are lost, No One Wins'. The numbers kept increasing and stopped at 547,290 for India and 546,228 for Pakistan.

These numbers indicated the number of lives lost at the border, since 1947, during the battles fought between the two countries; thus, depicting that neither country won anything by losing their soldiers.

The message was loud, clear and well-presented. It had the right effect on people as many came forward to light candles at the site, in memory of the fallen. The message from the 'Misunderstood Scoreboard' was indeed well received.

The campaign was executed by DDB MudraMax.

Zee News' faulty scoreboard scores a home run

Awesome campaign.

 

[Levina]

These numbers indicated the number of lives lost at the border, since 1947, during the battles fought between the two countries; thus, depicting that neither country won anything by losing their soldiers.

Awesome!


I hope those sitting in Delhi and Islamabad understand this.

 

[SR-91]

Powerful.

 

[JanjaWeed]

The news channel's OOH campaign, executed during the India-Pak match, confused spectators with the wrong scores and then delivered a powerful message.


Usually, outdoor campaigns convey the message directly and quickly to the target audience, via text and images, as there is not much time for people to comprehend, analyse and then come to a conculsion. Brevity is the key, in these cases.

But, Zee News took a different route in its recent OOH campaign, implemented across Jammu & Kashmir, Delhi, Lahore and Karachi, on the day of the ICC World Cup India-Pakistan match, held on February 15.



The channel installed manual scoreboards of a different kind. While spectators thought they were the ordinary, run-of-the-mill scoreboards, to keep on-lookers updated on the match, they were caught off-guard as the numbers didn't tally.

As India started to bat and the first wicket fell, the Indian wickets column displayed '1'. Within minutes, the wickets column read 2. People standing in front of the billboards in Lahore and Karachi celebrated. The Indians, on the other hand, checked the score on their mobile phones and realised the second wicket hadn't fallen. A few minutes later, the wickets column said 3. Before long, onlookers on either side of the border were convinced that the scoreboard was faulty.

To their surprise, no one came to rectify the faulty boards, instead the wickets column seemed to be in a hurry. It moved briskly from tens to thousands to tens of thousands, in no time. A similar pattern followed when Pakistan batted. The scoreboard at the end of the match read: India 0 for the loss of 546,030, Pakistan 0 for the loss of 546,228


After India won the match, the copy on the scoreboard changed to 'When Lives are lost, No One Wins'. The numbers kept increasing and stopped at 547,290 for India and 546,228 for Pakistan.

These numbers indicated the number of lives lost at the border, since 1947, during the battles fought between the two countries; thus, depicting that neither country won anything by losing their soldiers.

The message was loud, clear and well-presented. It had the right effect on people as many came forward to light candles at the site, in memory of the fallen. The message from the 'Misunderstood Scoreboard' was indeed well received.

The campaign was executed by DDB MudraMax.

Zee News' faulty scoreboard scores a home run

Top shout.. very creative! hats off to the brain behind this!

 

[halupridol]

RAW controlled Indian media trying to project India as peaceful country n gain sympathy from bhola bhala Pakisatani awam....
4th generation warfare

 

[SarthakGanguly]

Psy war. I like it.

 

[waz]

Good message @DRAY .

War is terrible. I hope peace reigns in our beloved region.

 

[Mike_Brando]

@levina @SarthakGanguly @ExtraOdinary @thesolar65 @scorpionx @ravi Nair @anant_s @Indischer @nair @SrNair @Razia Sultana @Robinhood Pandey @Roybot @jaunty @Abingdonboy @sancho @Srinivas @gslv mk3 @halupridol @Dash @MohitV @Skull and Bones @acetophenol @IND151 @HariPrasad @he-man @Guynextdoor2 @eowyn @Tridibans @sms @my2cents @neehar @jarves @Assault Rifle @lightoftruth @Rajaraja Chola @XiNiX @Android @nik22 @banvanaxl @OrionHunter @Star Wars @Nair saab @Shardul.....the lion @Brahmos_2 @desert warrior @gslv @Ashokudu @Badbadman @Mike_Brando @foxbat @oFFbEAT @Urbanized Greyhound @GR!FF!N @COLDHEARTED AVIATOR @Bang Galore @Dillinger @AUSTERLITZ @sandy_3126 @Dem!god @Kurama @Sourya Kharb @zip @wolfschanzze @RKO @ni8mare @Tangent @JD_In @illusion8 @kaku1 @blood @ranjeet @GURU DUTT @rockstarIN @Soms @SamantK @IndoUS @SR-91 @danish_vij @kaykay @Black Widow @StormShadow @Bombaywalla @kurup @raja hindustani @noksss @TejasMk3 @shuntmaster @JAT BALWAN @jatt @INDIC @jbgt90 @Sam Manekshaw @drunken-monke @Nova2 @Oscar @waz @Jungibaaz @LoveIcon @fakhre mirpur @Devil Soul @Leader @RAMPAGE @HttpError @Pomegranate @Pakistani Exile @Horus @Norwegian @A.Rafay @HRK @Jaanbaz @RescueRanger @Armstrong @SHAMK9 @FaujHistorian @Irfan Baloch @Syed.Ali.Haider @SpArK

It's a great campaign by the Zee News.Hope sanity prevails between our two countries as war only brings destruction and at the end of the day it's the common man who suffers the most.We have lost nearly 7 decades and countless no. of lives because of this ongoing hatred and animosity.I just feel that if France and Germany even after fighting two bloody world wars can become close friends and partners then so can we.Unfortunately the truth is that the level of hatred and mistrust between our two countries has grown to such an extent that it's going to be extremely difficult for us to create an atmosphere of friendship and trust in the present scenario.

 

[OrionHunter]

Awesome!


I hope those sitting in Delhi and Islamabad understand this.

No chance of that happening. Or they would have understood it by now! Its been decades and so it's going to be more of the same. The ideological battle cannot be won just by score boards.

However, it was a great ad campaign!

 

[anant_s]

Great way of putting across a message.
& i hope we do remember that even after loss of more than half a million lives on each side, both parties have scored a zilch.
Hope there are no more loss of Human life. I'll gladly sacrifice a cricket match any day.

 

[Levina]

No chance of that happening. Or they would have understood it by now! Its been decades and so it's going to be more of the same. The ideological battle cannot be won just by score boards.

However, it was a great ad campaign!

Each drop makes an ocean!!
So this ad campaign too has its significance.

Next generation would have no reason to hate our neighbours (same would be true for their side). And the battle of ideology would exist no more.

Off topic: another ban???

 

[IND151]

RIP to all people who have died as result of enmity beween Pakistan and India.

 

[OrionHunter]

Each drop makes an ocean!!
So this ad campaign too has its significance.

Next generation would have no reason to hate our neighbours (same would be true for their side). And the battle of ideology would exist no more.

Hope so!!

Off topic: another ban???

Yep! I've become the favorite whipping boy of the 'TTs' since they keep getting pissed off at what I say!! The truth hurts, what? But those negative ratings too are a badge of honor!!