India was going through a strange time.

Lack of trust in the system made Indians cynical about the country.

Scams and crime against women, especially rapes, had further eroded people’s confidence in the system. People had started protesting at different parts of the country. 'Activism', 'Revolution', 'Fight' became common words in the news papers every day.

It was important to channel people's anger in the right way before things went bad.

In this situation 'Mute' was released.

At 2:48, on the timeline of the film, a pause and read poster was hidden for the online audience to read. Using internet communities the message was spread to art directors, designers and artists asking them to send us their interpretation of the copy-poster.

People from different countries sent in their support.

Their posters and spinoff campaigns were shared online further helping the cause.

Cultural references:

Section 377 = law that criminalizes gay sex/sodomy

Sabzi market = vegetable market

Netas = politicians

The Un-media plan a.k.a the ‘we are broke’ plan.

Mute had no media budget. It was uploaded separately on Facebook and YouTube for people to share. The film became viral.

CNN-IBN decided to air it on their channel after they knew about it’s existence.

At 2:48 of the film’s timeline a pause-and-read poster was hidden. The message was sent to art-directors/designers/artists across the world, using Facebook ‘art/ artists’ communities, to render the copy in their art.

Artists sent their rendition of ‘mute 2:48’ and it was shared online so the film could spread further.

The HD file of the film was also sent as an email attachment to people working in offices where Facebook and YouTube access was restricted.

Aam Aadmi Party, a new and popular political party, uploaded the film on their website and it went viral all over again from there.

At the time of sending this entry the largest turnout in democracy had started taking place in India. We are witnessing unprecedented voter turnout.

Mute achieved the following sans a media budget.

Was aired on a TV channel for free

Number of views on Facebook: 140000 and1000+ shares

Number of views on YouTube: 63,720 and growing

Aam Aadmi Party’s Facebook page: views: 9,846 shares: 4508

Number of forwards of the video file via email: unknown

Number of calls/mails/messages/Facebook tags

to us from people saying they will vote this year because of Mute: 2000 plus