The Times of India and Pakistan’s Jang Group launched Aman ki Asha (AKA) to promote peace between the two countries on January 1, 2010. Hopes that this new beginning takes us closer to lasting peace and goodwill.
The campaign created awareness about peace and prosperity being the two sides of the same coin and the need for breaking free from the animosity to herald a new era of friendship and collaboration. Aman ki Asha has turned out to be the most significant peace movement because two biggest media groups have led it and the civil society has spontaneously adopted it.
Advertiser: The Times of India
Agency: Taproot Dentsu
Production: Footcandles Film