{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"EMERGING TECHNOLOGY & TECH-LED BRAND EXPERIENCE","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":"ALIFIYA HIRANI\/LUBNA SURTI\/PRERNA SAGVEKAR","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 Maha Kumbh. Faced \r\nwith overwhelming crowd size, mobile network collapse, and missing children, DSP saw an opportunity \r\nnot to communicate, but to intervene. \r\n<br>\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>\r\n<br>The biggest challenge was building real-time tech that worked offline and making it emotionally resonant in a sacred environment. The hand-painted Garuda design invoked faith and safety, turning the drone into a symbol of hope. \r\n<br>\r\n<br>The campaign successfully reunited all wristband wearers, with 78% located within five minutes, positioning DSP \r\nas a brand of emotional trust – not through messaging, but through immersive brand experience.","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. By 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>\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>\r\n<br>Garuda Rakshak became an active protector, saving lives in real-time. By combining technology with tradition, DSP activated its brand purpose in the most tangible way, proving a brand can be more than just a message - it can be \r\na 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 operated on a fully offline, low-bandwidth technology stack inspired by 1970s marine navigation systems. The core innovation is its ultra-low frequency (ULF) communication between a child’s wristband and \r\nthe drone, using just 1KB of data to transmit coordinates over several kilometers.\r\n<br>\r\n<br>How it works:\r\n<br>Children at the Kumbh Mela received wristbands emitting ULF signals. When a child went missing, parents reported \r\nit to the nearest Lost and Found center, triggering the wristband’s signal. The drone, operating in a 4,000-hectare crowd, where the sheer density made it impossible to spot a missing person, used the ULF signal to pinpoint \r\nthe child’s coordinates. The drone hovered above, guiding ground rescuers to the exact spot, all without relying on mobile networks.\r\n<br>\r\n<br>Components:\r\n<br>Custom-built drone with 3D-modeled Garuda-inspired structure\r\n<br>ULF antenna array for precise data transmission \r\n<br>Wristband transmitters for location tracking \r\n<br>Ground-based alert system for seamless coordination \r\n<br>\r\n<br>Platform: \r\n<br>Entirely hardware-based with embedded firmware for low-power, ultra-precise data transmission - zero app or mobile network dependency.\r\n<br>\r\n<br>Development stage: \r\n<br>Fully deployed and field-tested at scale during the Kumbh Mela, Garuda Rakshak has generated significant interest for expansion into future mass gatherings and disaster zones.","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 \r\nfive 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":"URL","content":"https:\/\/youtu.be\/Bmzi62_YZBA\t","is_link":true}],"files2":[{"name":"BE18_004.mp4","type":"mp4"},{"name":"BE18_004_DI01L.jpg","type":"jpg"}],"count":2}