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Vedanta seeks to correct anti-social image

Vedanta, that was embroiled in controversy a few years back for violating environmental norms for pecuniary gains is now trying to wipe out its anti-social image.

, ET Bureau|
Updated: Feb 22, 2012, 01.07 PM IST
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MUMBAI: Mining and metals company Vedanta, that was embroiled in controversy a few years back for violating environmental norms for pecuniary gains is now trying to wipe out its anti-social image.

To highlight the various community exercises that Vedanta has been supporting, the company started has a marketing campaign across the country called 'Creating Happiness'. The company invited 114 film-makers from mass communication institutes across the country to take part in this campaign. 38 film entries were submitted by various institutes and judged on their popularity on Facebook and Twitter.

Advertising guru Piyush Pandey also evaluated the entries for its ability to communicate Vedanta's corporate involvement in the most creative way. Apart from the 38 films made by film schools, Ogilvy also created a film with real people who are part of Vedanta's community initiatives.

Brief given to participating teams were to visit locations where the company was doing community work, find a story and make a film. Apart from being aired on TV, the series of 39 films are also available on Vedanta Group's YouTube channel. These ads will also be adopted for the print and online medium. Some of the film schools who participated in this initiative included FTII, Whistling Woods, Symbiosis School of Convergence, MGR FTI, IIMC, Assam University, Xavier's, Christ University, AAFT, ZIMA, Tezpur University, IP College and Ravenshaw.

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