CHARITABLE RELIGIOUS ORGANISATION: BUSH

The advert titled BUSH was done by MUDRA COMMUNICATIONS advertising agency for CHARITABLE RELIGIOUS ORGANISATION (ISLAMIC RESEARCH FOUNDATION company) in INDIA. It was released in the December 2008. Business sector is Public health & safety.

Credits:

• Advertising Agency: DDB MUDRA, INDIA, Mumbai
  Executive Creative Director: Rajeev Raja
  Creative Director: Nilanjan Dasgupta/Salil Dandekar
  Creative Director: Nilanjan Dasgupta/Salil Dandekar
  Scriptwriter: Faraz Alam/Nilanjan Dasgupta
  Agency Producer: Anil Sonawane
  Advertiser's Supervisor: Asif Shaikh
  Producer: Anil Sonawane
  
  Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
  MVO: Mr. Speaker, Vice President Cheney, members of Congress and fellow citizens.
  Every year, by law and by custom, we meet here (cut) to threaten the world.
  
  SFX: Audience clap and cheer
  
  MVO: The American flag stands for (cut) blackmail, terror, burning with hot irons, cutting up tongues and rape.
  
  SFX: Audience clap and cheer
  
  MVO: During these last few months, I’ve been (cut) trained by Al-Qaeda. (cut)
  And this year, we must offer every child in America (cut) three nuclear missiles.
  
  SFX: Audience clap and cheer
  
  MVO: We will embrace (cut) tyranny and death (cut) as a cause and a creed.
  (Cut) And we have a great opportunity to lead the world (cut) towards suicide and murder.
  
  SFX: Audience clap and cheer
  
  ANN: It’s the same when you take words of the Quran out of context.
  Issued in public interest by Islamic Research Foundation.
  Brief Explanation
  Challenge: To make people realise the importance of understanding Quran in the right context.
  
  Idea: The radio spot is created by joining fragments of George Bush's speeches in such a way that he seems to be saying things one would never imagine him saying. And finally, the sign off line declares - 'It's the same when you take words of the Quran out of context.'
  
  Background: In today's world, most of the people don't 'understand' the Quran. They just read the words but never try to know the context and the background in which those verses were revealed, resulting in wrong beliefs and notions about Islam.
  
  Placement: The radio spot was conceptualised and released in the wake of 26/11 Mumbai Terror Attacks, because it was felt that many people (non-muslims as well as muslims) actually think that Quran sanctions such horrendous acts.