Category

Award

2009 Direct & Sales Promotion

DONKEY THRASHES TIGER

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ClientSANCTUARY ASIA
ProductSANCTUARY MAGAZINE
EntrantCONTRACT ADVERTISING INDIA Mumbai, INDIA
Type of EntryDirect: Integrated Campaign
CategoryIntegrated Direct Mail Campaign
TitleDONKEY THRASHES TIGER
Product/ServiceSANCTUARY MAGAZINE
Entrant Company:CONTRACT ADVERTISING INDIA Mumbai, INDIA
DM/Advertising Agency:CONTRACT ADVERTISING INDIA Mumbai, INDIA
Credits
Name Company Position
Ravi Deshpande Contract Advertising India Chief Creative Officer
Raj Nair Contract Advertising India Executive Creative Director
Viraj Swaroop L.k. Contract Advertising India Copywriter
Shweta Malhotra Contract Advertising India Art Director
Aashim Tyagi Contract Advertising India Art Director
Ketan Mekarta Contract Advertising India Art Director
Pallavi Nayak Contract Advertising India Strategic Planning
Naina Meattle Contract Advertising India Account Servicing
Bijoy Dowerah Contract Advertising India Agency Head Of Films
Manoj Pillai Contract Advertising India Agency Films
Rayomand Patell Contract Advertising India Website Consultant
Nadim Malvat Origin 8 Website Designer
Gajraj Rao Code Red Films Director
Yuvraj Bandi Splice Studios Editor

Describe the brief from the client:

The tiger population in India had fallen to 1,400. The Indian government was guilty of turning a blind eye to the crisis. We needed a voice that would send out a hard-to-ignore message to the apathetic government. We looked at a TG that would react to the campaign and mobilise the cause - the youth (who account for over 50% of the billion Indians) as the driver of the cause as it would be voices that cannot be disregarded in the corridors of power. After all, they were the ones who would inherit the legacy of the tiger.

Creative Execution:

Unlike staid public service messages, this campaign stirred the emotion of the society by choosing to send out a strong message to the government. And the tongue-in-cheek tone of the message, helped in making it an interesting topic of discussion. We were every where the youth were. We promoted the site through TVCs, virals, print, posters, emails and SMS. Networking groups spread awareness and so did environmentalists. Engaged students by conducting events across the country. Got India's youth icons - the Indian Cricket Team to support us. We ran a signature campaign at colleges, malls, railways stations.

Describe the creative solution to the brief/objective.

To get the youth interested, we needed a pertinent connect. And found one - the tiger is India’s national animal. With the tiger nearly extinct, we planned an election campaign. Vote for a new national animal. The candidates? Donkey. Monkey. Goat. Rat. People voted on www.newnationalanimal.com. From students to the Indian cricket team and from environmentalists to bloggers, we needed everyone to lend their voices to resonate in the parliament. They signed a petition to the Prime Minister of India, warning him that a donkey, monkey, goat or rat could be India’s next national animal if the tiger wasn’t saved.

Describe the results in as much detail as possible.

We campaigned across India. Schools: 2,000 Teachers participated: 5,000 Students contacted: 6,00,000 Environmentalists participated: 7,000 SMS: 1,00,000 Emails: 1,00,000 Newspapers around the country covered it. For Bloggers it was an interesting talking point. Radio shows caught on and listeners discussed the campaign. Sachin Tendulkar – the highest run-getter in International Cricket dedicated his 42nd Test century to tiger conservation on national television. Millions came out in support of India’s national animal. Number of online votes: 1,28,542. Number of on-ground signatures: 6,24,679. The Prime Minister has received the petition. We’re awaiting his response.