Hyderabad, India : Redmatter Marketing Agency has made a significant impact in the industry by winning a national award at the Exchange4media (e4m) Maverick Awards 2024, held at the Four Seasons Hotel in Mumbai. Their bold and creative strategy effectively engaged the public on the typically overlooked political issue of the Old Pension Scheme (OPS).

The campaign, titled #RefuseItDefuseIt, aimed to raise awareness about the inequities of OPS by transforming a neglected topic into a compelling call to action. Using a cinematic approach inspired by Tollywood, Redmatter turned the campaign launch into an engaging event, featuring dynamic teasers and dramatic storytelling that depicted OPS as a ticking time bomb. This energetic strategy not only captivated audiences but also sparked significant engagement on social media.

In addition to cinematic elements, Redmatter created an interactive landing page where the public could voice their opposition to OPS, further enhancing digital engagement through extensive PR efforts. Srikant Rajasekhurani, CEO of Redmatter, expressed pride in the achievement, emphasizing the campaign’s commitment to a cause of national significance. Dr. Jayaprakash Narayan, General Secretary of the Foundation for Democratic Reforms, also praised the agency for its valuable contributions to this public policy issue. Celebrating this success, Co-founder Rohit Tiru shared his excitement on LinkedIn, highlighting the team’s dedication. The #RefuseItDefuseIt campaign not only shifted public perception of OPS but also prompted authorities to reconsider its implementation, demonstrating the power of creative PR in driving social change. Redmatter remains committed to advocating for vital societal causes through innovative strategies.