|Client||STCI- SAVE OUR SISTERS|
|Product/Service||SAVE OUR SISTERS |
|Entrant Company:||TAPROOT INDIA Mumbai, INDIA|
|Design/Advertising Agency:||TAPROOT INDIA Mumbai, INDIA|
||Chief Creative Officer/Creative Director/Art Director
||Chief Creative Officer
The brief was to make people aware of the problem at hand: the menace to the society that is domestic violence.
Describe the brief from the client:
There have been umpteen campaigns that try to invoke a response from the prospective audience. How do we create a campaign that hit where it hurts the most? The challenge was to find a suitable execution that would get people talking.
Description of how you arrived at the final design:
The typical old traditional posters are seen and worshipped in almost every India house, hence we decided to choose something that the TG is well aware of. Usually Indian people are great believers in God, they do have a great faith in God, hence we decided to choose this medium to communicate the message, created the whole imagery of the old poster art using real life people, props, etc. We painted them the way one has seen the props and ambiance around the God, we painted every little thing on the set to give the painted feel to the whole design
Indication of how successful the outcome was in the market:
It caught attention in the first insertion. As expected it did create a controversy - a few got the message, others couldn't handle it, females really felt proud of this campaign – we received a lot of mail from females with thanking gestures.