Indian accessory brand Arture has partnered with NGO Vishwa Manav Sewa Ashram to roll out a film to commemorate Gandhi Jayanti (celebrated on 2 October to mark the birthday of Mohandas Karamchand Gandhi.
The film, conceptualised by Dentsu Aegis Network's digital arm Dentsu Webchutney, showcases a handmade wallet line named after Gandhi, the unofficial 'father' of the nation. It further emphasizes on how the rise of the cashless economy in India has forced the currency notes which features Gandhi's face to take a back seat.
The wallet 'Bapu Wallets' (Bapu means father) encrusted with Gandhi's face aims to reconnect Indians with Gandhi's values.
PG Aditya, senior creative director, Dentsu Webchutney said: “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That's something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level."
Shivani Patel, co-founder, Arture said: “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ahimsa and compassion into the way our products are built, 100% vegan and sustainable. This is our little way of ensuring the baton of Bapu’s values is passed on to our customers who are going cashless as well.”