1. COLLECTION OF PR CASE STUDIES SUBMITTED
AT CANNES LIONS 2013| Vikram Kharvi
VIKYPEDIA.IN PR ENTRIES AT CANNES LIONS 2013

2. 1
DUMB WAYS TO DIE winner Grand Prix
METRO TRAINS
METRO TRAINS
McCANN MELBOURNE, AUSTRALIA
DESCRIBE THE CAMPAIGN/ENTRY
Accidents and deaths among young people on Melbourne‟s Metro train system had been on the rise
for years.
But young people don‟t listen to public safety messages. We needed to make train safety part of the
conversation amongst 13-25 year olds.
The strategy was to throw a hand grenade into the world of PSA messaging. To be so deliberately
different to the norm, we couldn‟t help but create a conversation around the message.
We wrote a song called Dumb Ways to Die, created a music video for it, and attributed it to an artist
that didn‟t exist: Tangerine Kitty.
We uploaded the video onto YouTube and the song onto iTunes. Within a week it had been viewed
20 million times and covered on every news service in Australia. Within a month, it had captured the
world‟s attention so effectively, it made it into Google‟s 2012 Zeitgeist.
DESCRIBE THE BRIEF FROM THE CLIENT
Reduce train related accidents in key accident areas by 10% over 12 months.
Generate campaign awareness of 25% within 12 months amongst the core target.
RESULTS
For the three months post-launch, Metro has experienced a 21% reduction in accidents and deaths
compared to the same time last year. The goal was 10%.
In post-testing, 39% of our core audience said they would act safer around trains.
Campaign awareness amongst our core audience 46% after one month. The goal was 25% after one
year.
The video has 44 million YouTube views and rising. It also has huge levels of engagement, with
450,000 likes and 11,000 dislikes.
Dumb Ways to Die is the most shared public service campaign in history, with 3 million + Facebook
shares and 2,000+ blog posts.
The song charted on iTunes in 28 countries and is still getting airplay on radio stations worldwide.
155 days after launch, the campaign is still being shared on Twitter, Facebook and Instagram more
than 2,500 times every day.
Reported by over 750 global news sites.
Earned media US $60m and rising.
EXECUTION
We wrote a song called Dumb Ways to Die, created a music video for it, and attributed it to an artist
that didn‟t exist: Tangerine Kitty.
We uploaded the video onto YouTube and the song onto iTunes. Within a week it had been viewed

3. 2
20 million times and covered on every news service in Australia.
People wanted to know who Tangerine Kitty was, but we wouldn‟t say. This added fuel to the fire.
Even Billboard was after us.
Over the next week we launched 21 animated gifs which quickly became tens of thousands of memes
and avatars. We launched a karaoke version of the video to encourage parodies and covers. Over
200 were made inside of a month.
Schools started using our campaign material to educate their students, so we quickly produced a 64
page book for use in the classroom.
After a month, we had far exceeded every goal we‟d been set.
THE SITUATION
Accidents and deaths among young people on Melbourne‟s Metro train system had been on the rise
for years.
The problem is, young people don‟t listen to public safety messages – especially when they come
from authorities. Despite Metro‟s best intentions, all their safety messaging was effectively invisible.
We needed to make train safety part of the conversation amongst 13-25 year olds, and a traditional
approach clearly wouldn‟t work.
THE STRATEGY
The strategy was to break every single rule of public safety messaging we could find. To be so
deliberately different to the norm, it couldn't help but create a conversation around the message.
To engage teens and young adults, our message had to have a strong WTF/OMG factor. It had to feel
like it was coming from a peer, not from an authority. It had to be content, not advertising focused.
And it had to be housed on social platforms that encouraged peer-to-peer sharing.
In short, our strategy was to throw a hand grenade into the world of PSA messaging.
http://www.youtube.com/watch?feature=player_embedded&v=IJNR2EpS0jw

4. 3
ADOPT A POTHOLE PROJECT
APOLLO TYRES
APOLLO TYRES
PUBLICIS COMMUNICATIONS Gurgaon, INDIA Winner Silver
DESCRIBE THE CAMPAIGN/ENTRY
Adopt-a-pothole is a project by Apollo Tyres for the road safety, to engage and empower people to fix
their roads, one pot hole at a time.
Potholes were projected as lovable stray pets who needed someone to care for them. Through the
adopt-a-pothole website, citizens could upload, adopt and share their pet potholes and if they could
get the requisite number of tweets or posts from friends on social media, Apollo would fix the pothole
for them and the fixed pothole would always bear the name of the adopter.
Apollo through this activity managed to create goodwill among consumers and showed them how
committed they were to their YOU-FIRST Philosophy.
The response in social media has been phenomenal, given that the conversation spread across India
for an initiative in Gurgaon. Uninitiated inquiries from journos who took the effort to cover the
campaign has been remarkable, with almost all major dailies covering it. For a campaign only two
months old the feedback has been huge. What‟s more, all of this response has been generated
through a media spend of less than Rs. 50,000 (around 700 Euros only)
DESCRIBE THE BRIEF FROM THE CLIENT
Apollo one of India‟s premier tyre manufacturers wanted to do something that would engage the
youth, promote the safety of the people and strengthen their image of being a Consumer-First
company, an attitude that is encompassed in their YOU-FIRST Philosophy.
We saw an opportunity in the condition of the roads, namely the Potholes as a problem that needed a
voice.
RESULTS
In just the first 3 weeks of the campaign, it gathered 3.9 million impressions, received 6000 likes and
achieved a click to conversion ratio of 61.5%. The roads in Gurgaon, one of urban India‟s cities are
looking a little more pothole free. And adopt-a-pothole is ready to spread across India.
Soon social media was abuzz with conversations about how a friend had adopted a pothole and was
calling out for 25 supporters to get it fixed. Potholes that got fixed, got posted on social media with
proud doting parents next to their little piece of road.
The graffiti themselves spread the word acting as non-traditional media for people to get attention and
this generated more traffic to the adopt-a-pothole website.
The roads in Gurgaon, one of urban India‟s bustling cities are looking a little more pothole free and
have some bright patches that you can smoothly drive over.
We have till date fixed 21 potholes, more are awaiting supports but what is amazing is that against
this number, an unprecedented response has been generated with newspaper articles, social media
conversations and more than 6600 likes on Facebook already.
The response in social media has been phenomenal, given that the conversation spread across India
for an initiative in Gurgaon. Uninitiated inquiries from journos who took the effort to cover the
campaign has been remarkable, with almost all major dailies covering it. For a campaign only two
months old the feedback has been huge. What‟s more, all of this response has been generated
through a media spend of less than Rs. 50,000 (around 700 Euros only)
EXECUTION

5. 4
Adopt a pothole is an activity that projects these potholes as stray pets that need love and care and
invites people to adopt them and pay for their upkeep in digital currency.
So a few Facebook posts and tweets from 25 friends would get Apollo to fix the pothole and leave a
little message on your fixed pet. Making sure your name and your deed were immortalized for the
days to come.
If every citizen could adopt one pothole and get people talking, we were pretty sure we would fix all
the potholes in the city.
THE SITUATION
The Great Indian Pothole is one of the most glaring and obvious problems of urban India. While
citizens fret and fume as they „off-road‟ through them and grumble at authorities, nobody seems to
find a way to repair these roads
THE STRATEGY
The strategy was to Engage and Empower the youth to fix their roads, one pot hole at a time and not
wait for civic authorities to do it.
It was something that was relevant to the category and would also take up an issue that has been
nagging Indians for ages.
Here was a chance to take all the frustration of driving bumpy dusty Indian roads and channelize it
into something positive.
http://www.canneslions.com/work/2013/pr/entry.cfm?entryid=12636&award=3

6. 5
LIFEBUOY ROTI REMINDER Winner Bronze
HINDUSTAN UNILEVER
LIFEBUOY
OGILVY & MATHER INDIA
Mumbai INDIA
MINDSHARE FULCRUM
Mumbai INDIA
http://www.canneslions.com/work/2013/pr/entry.cfm?entryid=30645&award=4
DESCRIBE THE CAMPAIGN/ENTRY
Diarrhoea kills over 1.1 million children annually in developing countries.
Unfortunately, people are unaware of the fact that the simple act of handwashing
with soap can help prevent this tragedy. In keeping with its social mission to bring health and hygiene
to a billion Indians, Lifebuoy soap wanted to run an awareness campaign at the MahaKumbhMela in
India, the largest religious festival on earth.
Since most people eat with their hands in India, handwashing with soap becomes even more crucial.
Which is why, we decided to focus on meal time as an important handwashing occasion. Our medium
of choice was the „roti‟ or Indian bread
– a staple item served with almost every Indian meal.
We created a heat stamp capable of leaving a simple message on a „roti‟:
„Did you wash your hands with Lifebuoy?‟,
and printed this edible message on fresh rotis being served to visitors at the Mela‟s restaurants.
Over 30 days, 100 promoters stood in 100 kitchens and printed over 2.5 million fresh rotis.
Since people eat in groups, our message-on-a-roti ended up reaching over 5 million people at the
MahaKumbhMela. On a total investment of $36,000,

7. 6
that‟s a cost-per-contact of less than 1 cent!
- The campaign received 79 million global impressions.
- Earned media was valued at USD 59.3 million.
- Spontaneous awareness for the Lifebuoy brand increased by 4%.
- Incremental sales were $40 for every $1 invested.
- And market share was at a 3-year high.
DESCRIBE THE BRIEF FROM THE CLIENT
The brand wanted a simple, cost-effective idea that could reach out to millions in the clutter of
marketing messages at the MahaKumbhMela.
The solution came in the form of a roti, or Indian bread, a staple item served with every Indian meal
and traditionally eaten with the hands.
RESULTS
Brand spontaneous awareness
improved by 4% even though the TV share of ad spend reduced by 4%
The brand registered incremental sales of $40 for every $1 spent on the activity
Brand's market share soared to a 3-year high
Global media impressions:
79 million
Earned media:
USD 59.3 million, over 1600 times ROI.
EXECUTION
Over 30 days, 100 trained promoters, armed with 100 stamps, stamped over 2.5 million fresh rotis
with our message:
„Did you wash your hands with Lifebuoy?‟
To facilitate the handwashing, we provided soap at the nearest handwashing station along with
communication, in the form of poster,
educating people about diseases that spread through unclean hands. v
THE SITUATION
Diarrhoea kills over 1.1 million children annually in developing countries.
Unfortunately, people are unaware of the fact that the simple act of handwashing with soap can help
prevent this tragedy. In India, most people eat with their hands, making this an even bigger problem.
Lifebuoy soap, in keeping with it social mission to bring health and hygiene to a million Indians,
wanted to run an awareness campaign at the MahaKumbhMela, the largest religious festival on earth.
THE STRATEGY
We tied up with 100 dhabas (small-sized Indian restaurants) in and around the Mela through which we
could distribute our message-on-a-roti.

8. 7
SHAVE OR CRAVE Winner Bronze
P&G INDIA
GILLETTE FUSION GAMER
BBDO INDIA
Mumbai INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The Challenge
Gillette had achieved leadership in India. How do you accelerate further growth?
Our Objective
Get Indian men shave more often.
The Insight
87% women prefer to go out with clean-shaven men in the evening
Idea
A women's movement against men's 'Evening Stubble'
Execution:
The term 'Evening stubble' got women all fired up. They threatened to make men crave if they did not
shave.
In response, Gillette launched the Fusion Gamer – a razor that makes shaving effortless, even twice a
day.

9. 8
The razor was launched in a moving train in the evening. Celebrities also got on board the train too.
Outcome:
The campaign received free media coverage worth over USD 4.1 million.
Over 3.5 billion free editorial media impressions.
Sales went up by 16%..
What makes this a strong PR case?
We exposed a startling Nielsen report - 87% women prefer to go out with clean-shaven men in the
evening.
We then coined the term „Evening Stubble‟ which was fresh and deeply rooted to a strong women
insight. Top female celebrities joined the war and expressed their dislike for „Evening Stubble‟ at
appearances.
They told men to shave or crave. This was an extremely bold statement for the Indian media.
Married women went so far as to say that they would sleep in separate rooms, creating front-page
news.
Finally, a group of men launched the Fusion Gamer by shaving in a moving train in the evening! The
news cascaded further when celebrities got into train and shaved.
DESCRIBE THE BRIEF FROM THE CLIENT
Getting more men to shave in order to achieve this goal; seemed extremely difficult and expensive.
So, we needed a creative solution that got men to shave more often!
Thus our target audience was drawn from existing customers.
Women were our source of inspiration. A Nielsen report revealed that 87% women prefer to go out
with clean-shaven men in the evening.
RESULTS
The campaign received free media coverage worth over USD 4.1 million - the highest-ever in Gillette
India history.
Over 3.5 billion free editorial media impressions.
Over 500 million digital impressions.
For the first time, Gillette India trended on twitter with #shaveorcrave becoming India‟s No.1 trend for
over three days.
We witnessed India‟s biggest blogging outburst by women, with over 500 blogs and a reach of over
34 million.
Gillette India share grew by 1.2 points, reaching its highest ever share.
Sales went up by 16% in spite of an existing high base.
EXECUTION
We coined a term called "evening stubble".
'Evening stubble' became a bad word and women got all fired up. They began to put pressure on
men. They threatened to make men crave if they did not shave.
Married women went so far as to say that they would sleep in separate rooms.
As part of our digital PR campaign, over 500 women bloggers blogged about the movement in less
than 24 hours, creating a storm in the digital space.

10. 9
In response, Gillette launched the Fusion Gamer – a razor that gives men such a comfortable shave
that they will enjoy shaving twice a day.
The razor was launched in a moving train in the evening by a group of home-bound men.
Celebrities got on board the train too. This got media talking and created explosive news.
THE SITUATION
Over the past three years, Gillette had worked its way through to achieve market leadership in India.
So, our challenge was to further accelerate growth on an existing high base.
THE STRATEGY
Our objective was to get men to shave more often.
Thus our target audience was drawn from existing customers. We further focused our campaign on
young men. The specific segment was defined as the „metro-mavericks‟ – living in the large cities of
India – who
had become notoriously allergic to traditional commercial messages, and were increasingly relying on
word-of-mouth for information & brand choice.
To be able to effectively communicate to our target segment, we needed to:
A) Involve the one audience that men would listen to – Women
B) Adopt a more non-traditional approach. A PR technique that would generate word-of-mouth buzz .
While researching, we came across a startling report published by the Nielsen - 87% women prefer to
go out with clean-shaven men in the evening. We spoke to more women who affirmed this finding.
Thus was born a women‟s movement against “Evening Stubble”.

11. 10
Other Entries
CLASSROOM MUMBAI
THE AKANKSHA FOUNDATION
AKANKSHA SCHOOL
OGILVY & MATHER INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The problem of primary education in India is compounded by lack of teachers to teach the
underprivileged children.
Akanksha, an NGO, provides free education to over 4000 such children. They do not get enough
volunteers to teach, as people feel they need to be “qualified” to teach these kids.
The Insight: There is a teacher in everyone.
Akanksha took their classroom to the people to give them a first-hand experience of the simple joy of
teaching.
On 5th September, when children across India were celebrating Teacher‟s Day, hundreds of kids from
Akanksha went out looking for their teachers. Armed with blackboards and benches, they set up
classrooms across Mumbai and Pune - at the airport, shopping malls, promenades etc. A simple
message on the blackboard, "Will you be our teacher?", invited people to come forward and teach.
Across locations, people stepped forward. Over 600 applications were received.
As people shared their experience on social media, prominent personalities came to teach and
tweeted about the activity. Ex-UN Under Sec. General and Minister of State for HR, Shashi Tharoor,
tweeted too. MTV joined in, and BIG FM, a popular radio channel invited the kids to hold a live
classroom on air. Media coverage worth over 800,000 USD was received at zero cost. We also
engaged with press/media to reach out to a larger community. 3.5 million impressions were
generated.
NGOs in Pakistan (Citizens Charter of Pakistan), and Taiwan are in touch with us to replicate the
activity in their country.
DESCRIBE THE BRIEF FROM THE CLIENT
1. Attract at least 150 teacher applications
2. Highlight the core issue of lack of availability of teachers to teach the underprivileged children so
that the message would reach a wider community
Since Akanksha centers are located in Mumbai and Pune, the program needed to target people
ranging from college students to office executives to house-wives across these cities.
RESULTS
Over 600 applications were received - roughly 4 times the target
People shared their experience on social media. Ex-UN Under Sec. General and Minister of State for
Human Resource, Shashi Tharoor, tweeted about it. Even MTV supported it. BIG FM (a leading local
radio station) invited the kids to hold a live classroom on air.
The message reached over 3.5 million people through media articles with 100% favorable mentions.
The key message was reflected in over 90% of the articles published. Media coverage worth over
800,000 USD was received at zero cost.

12. 11
NGOs in countries like Pakistan (Citizens Charter of Pakistan) and Taiwan have shown interest in
replicating the activity.
EXECUTION
Firstly, areas that attracted maximum footfalls from the target audience were identified. These
included the airport, malls, parks and promenades.
On 5th September, India‟s Teacher‟s Day, classrooms complete with benches and blackboards were
set up across Mumbai and Pune. A simple message on the board, "Will you be our teacher?" invited
people to teach the kids.
Across the cities, prominent personalities, office executives, house wives, travelers etc. stepped
forward to teach the children subjects ranging from English, History, Maths to Dance and Drama.
Publications widely read in Mumbai & Pune were invited to witness and cover the initiative.
THE SITUATION
Akanksha Foundation is a NGO with a mission to educate underprivileged children enabling them to
maximize their potential and transform their lives. It reaches over 4000 such children in Mumbai and
Pune.
Less than half of India‟s children between 6-14 years go to school. Over a third of all children who
enroll in grade one reach grade eight. The problem of primary education in India is compounded by
the lack of teachers.
Akanksha was facing a shortage of volunteers to teach. One of the biggest reasons being that people
think they need to be 'qualified' to teach these kids.
THE STRATEGY
The Insight: There is a teacher in all of us.
Since people were not going to the classrooms, Akanksha brought classrooms to the people. On 5th
September, when children across India were celebrating Teachers Day, Akanksha's kids went out
looking for their teachers.
Armed with blackboards and benches, they set up classrooms across Mumbai & Pune - at the airport,
shopping malls, etc. A simple message on the board, "Will you be our teacher?" invited people to
come and teach..
We engaged with media to spread the message to the larger community.

13. 12
FEVICOL SE
PIDILITE INDUSTRIES
FEVICOL
OGILVY & MATHER INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The challenge:
Fevicol already enjoys being a synonym to bonding in India. In popular media, Fevicol has been
associated by consumers with bonding or stickiness – long-standing political alliances, strong
friendships, etc. While the usage of the brand name was as generic as we would have wanted, we
were looking for better brand recall among consumers.
The objectives:
The communication objective was to fortify Fevicol's brand promise of being „the ultimate glue‟. We
wanted to create top-of-mind recall for the brand.
The strategy:
Since Bollywood song and dance sequences appeal to Indian audiences, we decided to do an
in-song placement of Fevicol in one of the highly anticipated films of 2012. Bollywood songs often
tend to outlive the popularity of movies, get additional exposure in night clubs, on radio stations, TV
channels, sometimes even at weddings.
The execution:
Fevicol got integrated in the lyrics of an item song for the 2012 Bollywood movie „Dabangg 2‟. The
starting lines mean „My love, stick my photo to your heart with Fevicol‟. Additionally, the song got titled
“Fevicol Se.” (translating to 'with Fevicol').
The results were phenomenal. 'Fevicol Se' was an instant hit with the audiences, and the brand
earned free media worth about US$7.55 million. Not just that, of the 12 brands associated with the
movie, Fevicol benefited the most, proving the power of in-song placement over plain vanilla
association with the movie.
DESCRIBE THE BRIEF FROM THE CLIENT
Fevicol's brand proposition, 'the ultimate bond', has become a sort of „lingua franca‟ for the society it
exists in, and has become a part of day-to-day conversations, topical jokes & a metaphor for 'sticking'
of all kinds. Though the core proposition had been established for some time, we were looking for
ways to improve brand recall among consumers.
The objective was to create a brand connection that would, not only leverage the brand proposition,
but also create saliency of the brand itself.
The target audience: Existing consumers – the public at large
RESULTS
1) Output / Awareness:
The song was covered on various TV shows and news stories, generating free media of about US$
1.564 million. It was also featured on Bigg Boss, the Indian version of reality TV show 'Big Brother',
and on a stand-up comedy show 'Comedy Circus', generating additional free media valued at about
US$ 648,000.
The song was also played in cinema halls and on radio stations, collecting free media worth US$ 3.56
million and US$ 1.39 million respectively. On YouTube, the song video garnered more than 10 million
views, valued at about US$ 92,000. Print and PR put together got free impressions valued about US$
296,000.
In all, the free media garnered by the campaign is valued at about US$ 7.55 million.
2) Knowledge: According to a post-release survey conducted by Ormax Media, of the 12 brands

14. 13
associated with the movie, Fevicol benefited the most from the association.
EXECUTION
The choice of movie was critical here. Dabangg 2's predecessor, 'Dabangg', was a huge blockbuster.
It was already generating a lot of buzz. Lead actor Salman Khan‟s recent movies had consistently
crossed Rs. 100 crore (about US$18.5 million) revenues at the box office.
Moreover, Salman Khan's following in India has been such that with enough pre-release hype, the
movie was sure to attract crowds to cinema halls.
Fevicol got integrated in the lyrics of the item song for „Dabangg 2‟, the starting lines being „My love,
stick my photo to your heart with Fevicol‟. It was shot on Bollywood‟s lead actress Kareena Kapoor,
and Salman Khan. Over and above, this the song was named as “Fevicol Se.”
THE SITUATION
The Opportunity:
In recent years, 'Bollywood Item Songs' – innuendo-loaded songs that aren't connected to the movie
plot, and showcase flashy dance sequences – have become immensely popular. They hold
tremendous potential for brands looking to break clutter.
Bollywood actor Salman Khan was about to bring out a sequel to his blockbuster movie 'Dabangg',
titled 'Dabangg 2'. The actor's recent movies had consistently been big hits - grossing more than Rs.
100 crores (US$18.5 million) at the box office. And „Dabangg 2‟ was already generating free media.
THE STRATEGY
In-film product placement, specifically, has seen tremendous growth in the last few years, and most
high-budget films use product placements to offset some of the cost of production and marketing of
the films. In some cases, in-film product placements are supported by additional advertising done by
the same brands, and further endorsement done by the cast of the film.
Pushing the envelope a bit further, Fevicol got integrated in the lyrics of the song in the movie
'Dabangg 2'. A study of the entertainment industry revealed that songs tend to outlive the popularity of
movies, get additional exposure in night clubs, on radio stations, TV channels, sometimes even at
weddings. This could help Fevicol break clutter and achieve the salience that it was aiming at. The
song was named 'Fevicol Se'.

15. 14
CHANNELING THE POPULARITY OF A MYTHOLOGY-BASED
TV SHOW TOWARDS SOCIAL CHANGE
LIFE OK
TV SHOW TO AFFECT SOCIAL CHANGE
PERFECT RELATIONS Delhi, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
BACKGROUND:
„Mahadev‟ – based on Shiva‟s life– launched in December 2011, became one of India‟s most watched
TV shows . The challenge was to increase connection between the channel‟s values and its
audience.
STRATEGY
Leveraged mythological relationship between Shiva and the Ganges to influence politicians,
academia, scientists, and religious leaders to make Ganges‟ conservation a national cause, through
music, education and conversations.
RESULTS:
1. Reached over 10 million people
2. United governments in three states towards one cause
3. Education on conservation added in school curricula
4. Channel seen as a change-driver
DESCRIBE THE BRIEF FROM THE CLIENT
• Utilize Life OK‟s popularity and entertainment genre for a social cause that affects each and every
citizen.
• Create social awareness, propagate, educate and bind together national opinion and emotions
towards conserving the national river.
• To create and execute a pan-India campaign that leveraged Life OK‟s existing programming to
increase top of mind recall and viewership for the social cause of conserving the river Ganges
• Set an example that a socially-conscious channel, whose values and vision align with an important,
nationally relevant social cause can make a difference and still earn TRPs.
RESULTS
• Against the backdrop of very little new legislation on the Ganges from an environmental perspective,
our campaign initiated Government policies on the following:
o Action on polluting industries
o No sewage discharge in Ganga by 2014
o Electric crematoriums
o More authority for Pollution Control Board
• In Phase 1, over 25 million people across the Ganges Belt were mobilized in conservation efforts.
The Haridwar launch alone reached more than 25,000 people.
• Highlighted Life OK‟s commitment to a social cause by having linked the show concept to the
conservation of River Ganga
• Reinforced the popularity of Mahadev and helped it achieve the highest ever TRP for a GEC show in
India.
• Life OK is the only channel which has broken- even and is recording profits in its first year. There is
no other GEC channel which has attained this kind of growth in the history of Indian television.
• Life OK is now ranked 5th in terms of Hindi GEC channels.

16. 15
EXECUTION
Mobilising the masses - Tied up with schools and colleges to conduct workshops and competitions on
environmental issues; Facilitated interactions with the media -print, electronic and on-air integration to
drive visibility and subtly plug the show‟s connect to the Ganges; Musical piece by local musicians
from the Ganges Belt; Popular Indian song-writer Prasoon Joshi created a song on river Ganges;
Created and promoted „Save Ganges‟ merchandise.
Influencing the influencers - A renowned panel comprising government officials, academia, and
scientists inaugurated the campaign launch at Haridwar -ranging from the Chief Minister to the
academia, to religious leaders as well as top media journalists.
The Mahadev Multi City Tour (Jan – April) - Targeted the three most religious centers along the
Ganges - Haridwar, Varanasi, and Kumbh (the world‟s largest religious gathering, attended by over 80
million)
Key messages we drove to engage local communities - High level of pollution that Kumbh pilgrims
were causing to the Ganges; Used the Holi Festival to promote the use of eco-friendly colors on the
Ganges Banks.
THE SITUATION
India‟s television media landscape is as crowded as it is competitive. With over 825 TV channels in 40
languages, there is a pressing challenge facing national cable television stations to stand out and
increase their connect with the diverse viewership. The General Entertainment Channel, Life OK, and
the show „Mahadev‟ – based on Shiva‟s life– which only launched in December 2011, became one of
India‟s most watched TV shows. The challenge was to increase connect between the channel‟s
values and its audience.
THE STRATEGY
Increasing Life OK‟s social connection by making Lord Shiva the catalyst for environmental change in
India. The Ganges Plain, which supports over 45 million Indians, was chosen as the geographical
target because of the great social, political, and religious relevance it has for the country. 'Devon
kaDev… Mahadev,' a Life OK show based on the life of Lord Shiva (Mahadev), was selected as the
vehicle for the campaign. Because Lord Shiva is considered the mythological guardian of the River
Ganges, the campaign used the show‟s protagonist 'in character' to propagate the cause of cleaning
the Ganges in a series of pan-India activations along the river.
Influencing the influencers-Advisory crafted a targeted messaging to appeal to all its stakeholders;
Engaged religious viewers on the Ganges‟ spiritual importance, scientists on the environmental
impact, students on the cause, and local politicians on the opportunity to increase their connect with
their constituents. By engaging the Chief Minister of Uttarakhand, the Minister of Water Resources,
and other policy-makers, we influenced policy decision in our favor.

17. 16
RENEWS KASHMIR
JAMMU & KASHMIR TOURISM DEPARTMENT OF INDIA
TOURISM
PUBLICIS COMMUNICATIONS Gurgaon, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
Jammu and Kashmir Tourism wanted to change the negative perception of the Kashmir valley,
propagated to a large extent by bad press that the valley has got in the last three decades. And they
wanted to talk to the very people who had created the negative image of Kashmir, the press.
We created the ReNews Kashmir project, that asked volunteers to send us press clippings of negative
news in the valley. We then converted those clippings into a paper mash from which we created art
Kashmir is known for, Papier-Mache Boxes.
These boxes were then sent to journalists, editors and reporters across the country with a message
that underlines the beauty of Kashmir and how the box in their hands was created from bad press.
By turning bad news into something beautiful, we encouraged the press to change the way they
looked at Kashmir. The initiative led to an increase in positive press for the valley and even generated
stories based on the activity itself.
DESCRIBE THE BRIEF FROM THE CLIENT
We were asked by J&K Tourism to create a solution that would attack the negative perceptions of
opinion makers - the press.
RESULTS
The initiative was a huge success with a perceivable change in the way Kashmir was being reported
about in all major dailies, TV and radio. There was also a shift in popular blogs with more focus being
given to the positives of the valley.
EXECUTION
We created the ReNews Project - An initiative that took news clippings about the violence in Kashmir
and used them as the raw material for beautiful Papier - Mache objects. We got thousands of
clippings from volunteers that were turned into hundreds of boxes and then sent to journalists with a
message that talked about the beauty of Kashmir and asked them to rethink the way they looked at
the valley.
THE SITUATION
Kashmir has been marred by violence for decades. What's worse, the popular image of Kashmir has
been further tarnished by bad press that has highlighted the bloodshed, the riots and clashes in the
valley. This had led to a marked fall in tourism.
THE STRATEGY
We decided to highlight the beauty of the Kashmir Valley and it's people by creating art from the
negative press of the valley. The attempt was to change perception by showing the metamorphosis of
something negative into something beautiful.

18. 17
THE GENOMUSIC PROJECT
BAY BEAT COLLECTIVE
BAY BEAT COLLECTIVE
JWT INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
Bay Beat Collective, a popular bass music group, came to us looking for an idea that would help them
connect with their fans outside of their gigs.
Since our target audience included the band's existing fan base as well as fans of electronic music in
general, our strategy was to leverage the one thing that binds bands and their fans - music.
Our challenge: To find a unique way of doing this.
We created The Genomusic Project, a unique collaboration between the band and their fans that
would combine science and art to produce the world‟s first music album created from fans‟ DNA. The
idea was for Bay Beat Collective to take DNA samples from eight of their fans and convert them into
eight tracks for this album.
We launched the project with an app on the band‟s Facebook page that carried a month-long contest
to pick the eight fans, each of whom was then sent a DNA collection kit. All they had to do was rub the
sterilized cotton swab along the inside of their cheek, put it in the collection tube and mail it back
using the pre-addressed envelope.
The samples were then sent to a lab specializing in genetics to establish individual DNA profiles,
which were then converted by a specially designed software into MIDI samples. These samples were
then used by Bay Beat Collective to create the final tracks. And since no two people have the same
DNA profile, each track sounded completely different from the other.
DESCRIBE THE BRIEF FROM THE CLIENT
The primary objective of the campaign was to create an engagement platform that would help Bay
Beat Collective connect with their fans outside of their gigs. But instead of restricting our target
audience to only existing fans of the band, we decided to reach out to fans of electronic music in
general.
To understand our target audience better, we conducted a research among them to understand their
relationship with their favourite bands so that we could determine the nature of the engagement
platform.
RESULTS
The Genomusic Project saw 5,84,212 unique visitors to the app, 2,59,053 contest submissions and
thousands of Facebook and Twitter impressions. It was featured in newspapers, magazines, websites
and blogs, earning media impressions worth $1.2 million.
Within three weeks of its launch, the album sold more than 12,000 copies, making it Bay Beat
Collective's best-selling album. Band bookings went up by 83%. And Bay Beat Collective was voted
the "Number 1 Drum-n-Bass DJ" by MyFavDJ.in, India's largest artist awards poll - a true testament to
the band‟s loyal fan base.
EXECUTION
We launched the project on the band‟s Facebook page with an app that carried a contest to pick the
eight fans. A multimedia campaign was simultaneously launched to promote the project and
encourage people to participate in the contest.
Once the month-long contest came to a close and Bay Beat Collective picked the 8 winners, each of
them was sent a DNA collection kit. All they had to do was rub the sterilized cotton swab along the
inside of their cheek, put it in the collection tube and mail it back using the pre-addressed envelope.

19. 18
The samples were then sent to a lab specializing in genetics to establish individual DNA profiles,
which were then converted by a specially designed software into MIDI samples. These samples were
then used by Bay Beat Collective to create the final tracks.
The campaign ran according to the original plan.
THE SITUATION
Mumbai-based Bay Beat Collective, comprising Sohail Arora and Kris Correya, is a popular bass
music group. But even though their unique sound guaranteed packed houses at every gig, they
realised that their interaction with their fans was limited only to these concerts, as a result of which
they were slowly but surely losing traction with their fan base. Thus the need for a PR campaign that
would change the way Bay Beat Collective's fans looked at the band.
THE STRATEGY
While it was clear, considering our target audience, that our idea would revolve around music, the
research threw up the insight that the strongest band-fans engagement platforms are built on the
foundation of collaboration.
Our strategy was simple. Bay Beat Collective would produce a music album in collaboration with their
fans. But it would be a collaboration like no other. One that would combine science and art to create
an engagement platform that would make music history.
Presenting The Genomusic Project, the world‟s first album created from fans‟ DNA. The idea was for
Bay Beat Collective to take DNA samples from eight of their fans and convert them into eight tracks
for the album.
And since no two people have the same DNA profile, each track would sound completely different
from the other.

20. 19
THE SONG OF THE WIND
KHAITAN FANS
KHAITAN FANS
JWT INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The brief was simple. Khaitan, one of India‟s biggest manufacturers of fans, briefed us to create their
corporate tune. But how do you make something that's done behind closed studio doors interesting
for the consumer? Especially for a consumer that's convinced itself that the eighty year old brand is
incapable of new ideas.
To address this, we employed the wind itself to compose the tune. We took 6 wind instruments,
modified them in order to make them more sensitive to the wind and placed them in an open space in
Panchgani, one of India‟s windiest places, and recorded these sounds, which were then used by a
renowned music director to create Khaitan‟s corporate tune.
We wanted to bring the consumers closer to this unique event but because we couldn't take them
there, we brought the event to them via a microsite. It was brought alive online by a site that enabled
visitors to watch and hear the instruments via a live video stream. Traffic was directed to this site with
the help of strategically placed online banners and by emails sent to Khaitan's database of
consumers.
The event caught on and became viral immediately. The site itself experienced 13,000 unique visitors
and the link was widely shared on social networking sites. 31 editorial articles were released outside
of our PR voice on websites and blogs. For the first time in Khaitan's glorious history of eighty years,
was their corporate tune so hyped and talked about.
DESCRIBE THE BRIEF FROM THE CLIENT
The objective of the campaign was to change Khaitan's image of being a dated brand. Research
proved that the audience did not see Khaitan, an eighty year old name, as someone who was a
bringer of new ideas and products. That, being a very dangerous place to be, needed to be changed.
That's why, we needed to launch the new corporate tune in a way like no other.
RESULTS
The site itself experienced 13,000 unique visitors. For the first time in Khaitan's history, their
communication was widely shared on social networking sites. There was free media generated and
31 editorial articles were released outside of our PR voice on websites and blogs. In all, a brand that
was considered to be old launched their corporate tune in the most inventive way.
EXECUTION
We took 6 wind instruments, modified them in order to make them more sensitive to the wind and
placed them in an open space in Panchgani, one of India‟s windiest places, and recorded these
sounds for 24 hours. These raw sounds were then used by a renowned music director to create
Khaitan‟s corporate tune.
The installation was brought alive online by an interactive microsite, www.thesongofthewind.com, that
enabled visitors to watch and hear the instruments via a live video stream. Apart from our PR
discussions, the project went viral and was shared by the audience earning free media.
The campaign ran exactly as planned.
THE SITUATION
Khaitan has been one of the biggest manufactures of fans in India for almost eighty years now. This
glorious journey comes with its pros and cons. Even though the brand has a long and strong connect
with the consumers, the audience also perceived Khaitan fans as someone who was very far away
from innovations and new ideas. We needed to change this.

21. 20
That's why the 'Song of the Wind' an event to create the corporate tune was done. It resonated the
brands philosophy in every way and made the tune more experiential and interesting for the
consumer. Being broadcasted live on the microsite, for the first time, Khaitan spoke to the consumers
on in a tone that surprised them.
THE STRATEGY
Firstly, we needed a music director that was well aware of the format to collaborate with us and
manage the project from the very start. That's why we approached Nikhil Kulshestra, one of India's
most renowned music directors to compose the tune. Then, we explored ways to modify the
instruments so that they became more sensitive to the wind. Once that was done, next on the list was
a location windy enough to coax sounds from the instruments. That's where Panchgani, India's
second most windiest place came into the picture. There, we placed the instruments for 24 hours. To
bring this event closer to the consumer, the installation was bought alive by a microsite where they
could watch the instruments playing on a live video feed.

22. 21
SUNDAY AWAKENING
STAR INDIA
SATYAMEV JAYATE
OGILVY & MATHER INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
THE CHALLENGE: No one would watch a TV show based on social issues featuring disturbing
content. Especially, if it was telecast on a Sunday morning. TV ratings for this time slot in India were
0.4 TVR. So when Star India, India's biggest TV network, decided to launch SatyamevJayate - a grim
but socially relevant TV show, we knew that no Indian may want to watch it.
THE OBJECTIVE: Our campaign had to galvanize 1.2 billion people to tune into the show on the day
of its launch.
THE STRATEGY & EXECUTION: Star India roped in Aamir Khan, India's biggest movie star known
for supporting social causes as the show host and we launched show promos where he made
provocative statements like "Let people cry... let them get pissed", "The show should hit people's
hearts". We shared it with media and multiplied the PR buzz - Leading channels like CNBC, Economic
Times started doing stories on these unique show ads, first time South Indian media was invited,
Financial Express & Business Standard did spokesperson interviews. We even took the first episode
screening to remote villages where there was no electricity. And so on launch day, it created dream
results - 1) SatyamevJayate opened with over 1000% higher TV ratings of 4.7 TVR 2) Our website
crashed with inbound traffic 3) SatyamevJayate most searched words on Google Trends on launch
day & 4) Trended top 5 on Twitter on launch day globally.
DESCRIBE THE BRIEF FROM THE CLIENT
The primary goal of the campaign was to share powerful stories of social importance by galvanizing
1.2 billion Indians to tune in to SatyamevJayate TV show on the day of its launch. The key challenge
was to create enough curiosity for people to tune in on a Sunday morning because our research
clearly showed no one watched TV shows based on social content.
RESULTS
1) SatyamevJayate opened with over 1000% higher TV ratings of 4.7 TVR
2) Media coverage worth USD 2.5 million
3) Donations worth USD 1.7 million for social causes
4) An incredible 1.39 billion social media impressions
5) SatyamevJayate website crashed with inbound traffic on launch day
6) SatyamevJayate were most searched words on Google Trends on launch day
7) Trended Top 5 on Twitter globally & 6 Lac Facebook likes on launch day
8) Fast Track Courts for Female Feticide announced
9) Child Sex Abuse Law passed in the parliament
10) Aamir Khan invited to parliament & made it on the cover of TIME
EXECUTION
First phase, we launched show promos featuring Aamir Khan. We made provocative statements
through him - "Let India cry... Let people get pissed", "The show should hit people's hearts”. We also
uploaded films on YouTube. The campaign wasn't just viewed by lakhs but it also intrigued India
across media and regions. Ordinary people and celebrities alike started tweeting about it. Leading
media like Economic Times, Financial Express, AajTak, CNBC etc. picked it up and made speculation
about the show rife. Finally, we launched some more promos asking people to get up early on Sunday
and watch the show. This piqued the country's interest about the show to the hilt. All of which resulted
in over 1000% higher opening of the show with TV ratings of 4.7 TVR.
THE SITUATION
Social programming didn‟t qualify as entertainment for Indians. Similar programmes „AapkiKacheri‟
and „Zindagi Live‟ garnered TVR average of 1.1 and 0.4 respectively. [Source: TAM] Sunday morning
11am was a dead slot in Indian television – (Average TVR of leading GEC channels hovers between

23. 22
0.3–0.6) [Source: TAM, Jan 2012-April 2012] Given these hard facts, in order to get the whole country
to tune into Star India's SatyamevJayate, there was a clear need to arouse nationwide public
excitement around the TV show. Failing which, Star India's efforts of putting together the show would
amount to nought.
THE STRATEGY
SatyamevJayate was shot with Aamir Khan, Indian biggest movie star known for supporting social
causes, as the TV show host. But if we showed the content of the show in our advertising, it may have
pushed people away further. So the creative strategy we employed was to show Aamir Khan making
provocative statements about social change in the show promos. The idea was to stoke the intrigue of
a billion people. This strategy did pay off and generated unprecedented PR across India. We then
used social media as a catalyst to create more conversations to reach maximum Indians. Recognizing
that social issues lived as much in rural India as they did in urban, we ensured that the show reached
Indians across the board. Make shift screening venues were set in rural India so that they too could
get the opportunity to see the show.

24. 23
GIRL GIFT BASKET
THE BARN PROJECT - A BBH INDIA INITIATIVE
THE BARN PROJECT
BBH COMMUNICATIONS INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
In India there exists a strong gender bias. When a boy is born into a family, the room is showered with
gifts, sweets and visitors. When it‟s a daughter, there aren't as many gifts and even fewer visitors.
Often the mother is blamed for giving birth to a daughter, like it's some sort of a mistake.
The Idea.
We made surprise visits to maternity wards across Mumbai and dropped off baskets full of goodies for
moms and their new-born daughters. We hugged the mom and congratulated her for being blessed
with a daughter. The idea was to seed dissonance in the minds of the visiting family and friends. What
could begin as surprise is bound to make them introspect.
But we didn't want the celebration to stop at hospitals. Our microsite and FB page was updated daily
with pictures from our visits. The word spread, and soon we had fans from all over the world.
Results
10 weeks and 500 baskets later
- We'd been approached by 3 corporations and several individuals asking how they can contribute.
- Over 250,000 people had already been reached through our FB page.
- The initiative had been covered in several newspapers and blogs.
- A popular RJ volunteered to deliver baskets with us and on her next show, she shared her
experience with listeners.
But most of all, in our small way, we made the first moments of a few moms and their baby girls just a
little more special.
DESCRIBE THE BRIEF FROM THE CLIENT
We wanted to welcome baby girls to the world and remind their mothers how lucky they are to be
blessed with daughters. We wanted to make people realise how ridiculous the current mindset is.
RESULTS
Done on a budget of little less than $1000, thanks to the support of several partners and volunteers,
10 weeks and 500 baskets later
- We'd been approached by 3 corporations asking how they can contribute.
- Over 250,000 people reached through our FB page.
- The initiative had been covered in several newspapers and blogs.
- A popular RJ volunteered to deliver baskets with us and on her next show, she shared her
experience.
But most of all, in our small way, we made the first moments of a few moms and their baby girls a little
more special.
EXECUTION
For 10 weeks, we made surprise visits to maternity wards across Mumbai and dropped off baskets full
of goodies for moms and their new-born daughters.
But we didn't want the celebration to stop at hospitals. Our microsite and FB page was updated daily
with pictures and messages from our visits. The word spread, and soon we had fans from all over the
world.
THE SITUATION
In India there still exists a strong gender bias. When a boy is born into a family, the room is showered

25. 24
with gifts, sweets and visitors. When it‟s a daughter, there aren't as many gifts and even fewer
visitors. Very often the mother is blamed for giving birth to a daughter, like it's some sort of a mistake.
We wanted to change this ridiculous mindset.
THE STRATEGY
We as strangers came and celebrated the birth of a baby girl. The idea was to seed dissonance in the
minds of the visiting family and friends. What could begin as surprise is bound to make them
introspect.

26. 25
MARKS FOR SPORTS
NIRMAL
NIRMAL
DDB MUDRA GROUP Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The core belief of the 'Marks for Sports' campaign is that if schools include sports as a part of the
main curriculum, then parents as well as children would devote more time to sports.
Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting
legends from India extended their support to the campaign.
Special televised debates and discussion shows with leading politicians, sports celebrities, children,
parents and educationists, and a pan-India signature drive asking for policy changes, brought the
campaign message to the country.
The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, and the
sports minister A. Maken, on this day sports personalities set about inspiring the country through
various activities. The day ended with the Spirit of Sport Awards ceremony honouring the commitment
of sports persons, individuals, and children towards promoting sports.
Key Highlights:
1. First ever campaign to make sports a compulsory subject in the school curriculums.
2. Nationwide petition campaign in support of the initiative.
3. Sports Minister of India backs the campaign.
4. Televised panel discussions and debates.
5. All 27 states pass a resolution to consider marks for sports.
6. 6 states implement marks for sports.
7. 1.6 million people sign the pledge.
8. Sports connect initiative sends sporting icons back to school to inspire kids.
9. Over 6 million media impressions
10. Continued presence on television for over a year.
DESCRIBE THE BRIEF FROM THE CLIENT
The year-long „Marks for Sports‟ campaign aims to reach out to policy and decision makers across the
country with a series of activities. These will include special televised debates and discussion
programmes with the Campaign Ambassador, televised interactive ground activities with sports
persons and children and a signature drive asking for policy changes with pledges for donations and
equipment. Also included will be a school connect programme, to motivate and encourage students
and their parent to accept Sports as part of the main curriculum. The campaign concluded with Fit
India Day and the Spirit of Sports awards.
RESULTS
The key highlights of the campaign were as follows:
1. First ever campaign to make sports a compulsory subject in the school curriculums.
2. Nationwide petition campaign in support of the initiative.
3. Sports Minister of India backs the campaign.
4. Televised panel discussions and debates.
5. All 27 states pass a resolution to consider marks for sports.
6. 6 states implement marks for sports.
7. 1.6 million people sign the pledge.
8. Sports connect initiative sends sporting icons back to school to inspire kids.
9. Over 6 million media impressions.
10. Continued presence on television for over a year.
EXECUTION

27. 26
Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting
legends from India extended their support to the campaign.
Special televised debates and discussion shows with leading politicians, sports celebrities, children,
parents and educationists, and a pan-India signature drive asking for policy changes, brought the
campaign message to the country.
The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on this
day sports personalities set about inspiring the country through various activities. The day ended with
the Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, and
children towards promoting sports.
One of the major achievements of the campaign in Year 1 was receiving the generous support of the
Ministry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all states
to implement Marks for Sports.
THE SITUATION
'Marks for Sports', which aims to develop fitter, active and healthier lifestyles for the youth of today.
The core belief of this campaign lies within the premise that if schools and more importantly, different
boards of education include Sports as a part of the main curriculum, then parents, as well as children,
will devote more time to sports, setting them on the path of a lifetime of fitness.
THE STRATEGY
Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting
legends from India extended their support to the campaign.
Special televised debates and discussion shows with leading politicians, sports celebrities, children,
parents and educationists, and a pan-India signature drive asking for policy changes, brought the
campaign message to the country.
The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on this
day sports personalities set about inspiring the country through various activities. The day ended with
the Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, and
children towards promoting sports.
One of the major achievements of the campaign in Year 1 was receiving the generous support of the
Ministry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all states
to implement Marks for Sports.

28. 27
SOLDIER FOR WOMEN
P&G INDIA
GILLETTE
BBDO INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
The country is in a fiery mood as women issues take top of mind. Male bashing was on the rise.
As India‟s leading male brand, Gillette felt the need to step in and rise to the challenge.
The objective of the campaign was to win back the respect for men.
The strategy was for Gillette to respond responsibly by standing up for women at a sensitive time like
this.
Because only when you give respect can you get respect.
We created a platform where men could come forward to show solidarity with women.
We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, it
received over 2 million hits.
We offered various touch points for men to pledge support and join the movement. #soldierforwoman,
a missed-call number, a Facebook page and app, and on-ground forums were some of them.
In response, publications, radio and TV channels came forward to create branded content - for
women to share stories about men who stood up for them.
The campaign went on to receive $5 million worth of free media coverage within 60 days.
PR value
- We were addressing a highly sensitive national issue. So automatically, anything and everything that
we said came under the lenses of the media.
- The YouTube film received widespread attention, right from news channels and dailies to business
magazines.
- The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers
supported the movement resulting in massive PR coverage.
DESCRIBE THE BRIEF FROM THE CLIENT
The objective of the campaign was to win back the respect for men.
To be able to do so, unlike traditional Gillette campaigns that target only men, we needed to involve
women as well. So, our target audience was men and women age 20 to 45 across SEC A and B.
Given the highly sensitive situation, it was important that we weren‟t preachy or overt in our approach.
We needed to communicate the maximum to both men and women by saying the least.
RESULTS
- The campaign received $5 million worth of free media within 60 days.
- #SoldierforWomen trended in every city.
- Over 12 million pledges across touch points.
- Over 3 million stories of men's courage and respect for women.
- Over 600,000 fans added on Facebook.
- 1.6 million consumers joined the Soldier Parade application in just 1 month.
- With over 2.3 million views of the film, Gillette became the fastest growing FMCG brand YouTube
channel and overall 5th fastest growing YouTube channel in India.
- The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers
supported the movement.

29. 28
EXECUTION
We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, it
received over 2million hits.
We offered various touch points for men to pledge support and join the movement. #soldierforwoman,
a missed-call number, a Facebook page and app, and on-ground forums were some of them.
The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers came
forward in support of the movement. This was published in the form of TV and radio vignettes,
advertorials and press releases.
In response to the growing movement; publications, radio and TV channels came forward to create
branded content - for women to share stories about men who stood up for them.
THE SITUATION
The country is in a fiery mood as women issues take top of mind. Male bashing was on the rise.
Women were losing faith in men and men were losing respect.
As India‟s leading male brand, Gillette felt the need to step in and rise to the challenge.
THE STRATEGY
The strategy was for Gillette to respond responsibly by standing up for women at a sensitive time like
this.
Because only when you give respect can you get respect.
We needed to give the men of the nation a common voice, where they could come forward and show
solidarity with women.

30. 29
TREES CAN'T DO IT
OPEN MEDIA NETWORK
OPEN MAGAZINE
INNOCEAN WORLDWIDE COMMUNICATION New Delhi, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
CHALLENGE
OPEN magazine decided to take the country on a tree plantation drive. Mainly because as an offline
paper magazine, it had a huge responsibility to give back what it had taken from the environment.
IDEA
A wacky viral titled 'Trees can‟t do' it was released on 5th june 2012, World Environment Day followed
by a print campaign and loads of on-ground activity across various colleges, offices and parks. The
viral showed the trees „doing it‟ and the female tree getting pregnant and delivering a baby tree with a
message in the end saying “Trees can‟t do it. You can help”. Plant a tree today.
RESULT
Almost 400,000 views were recorded on youtube. Top social networking sites were set abuzz with
comments, discussions and debates. And most importantly more than 5,000 trees were distributed
and planted at various colleges, offices and parks. People from all walks of life joined the cause. Even
the RJs couldn‟t stop talking about the campaign. More than 7000 people joined OPEN‟s effort on
Facebook. And in just 30 days, the subscription for OPEN went up by 50%.
DESCRIBE THE BRIEF FROM THE CLIENT
From the beginning the goal was clear. It aimed at targeting the youth of India and plant at least 5000
trees across various colleges, schools and offices. The objective was to make everyone aware that
trees can‟t pro-create on their own and therefore they need our helping hand. After days of research,
OPEN magazine found out that there are millions of trees cut everyday for making products that are
primarily used by the younger members of the society. So, OPEN decided to raise the issue in front of
the youth and make them participate in a mega plantation drive.
RESULTS
output/ awareness - More than 400,000 views were recorded on Youtube. The video was widely
talked about. No one could imagine trees making out/ a female tree getting pregnant and delivering a
sapling. The youth got talking about it. More than 5000 trees were planted and the activity was
concluded on 16th September - the World Ozone day. And the fact this entire initiative was brought
about by OPEN magazine was appreciated.
knowledge/ consideration - Trees The Top networking sites like Facebook, Twitter and the likes were
set a buzz with discussions and debates.
More than 400 tweets were recorded by 1383 followers.
On Facebook , more than 7000 people joined the cause.
Action/business impact - The initiative helped the OPEN magazine significantly. The subscription
numbers went up by 50% in the month of June. This was more than the most popular magazine in the
segment called the - outlook.
EXECUTION
On 5th June 2012, World Environment day, the wacky video went viral. It showed the trees „doing it‟ in
provocative postures and the female tree getting pregnant and delivering a baby tree in the maternity
ward with a message saying “Trees can‟t do it. You can help”. Within no time people from all walks of
life started joining the cause. All the tools and tactics including the viral video, tree plantation drive
and tree sampling went exactly according to the plan. Even the mention from famous RJs on various
radio channels helped us spread this PR initiative. The PR plan was scheduled and executed to
perfection. OPEN magazine was pleasantly surprised with the level of participation that it witnessed
throughout the activity. We all know that any PR activity is good only when it‟s executed perfectly and
garners great word of mouth for the cause and the brand.

31. 30
THE SITUATION
OPEN, the weekly current affairs and features magazine, is the flagship brand of Open Media
Network. OPEN is aimed primarily at the progressive, globally minded Indian as its target reader, and
tries to stay faithful to its promise of not dishing up regurgitated news or majoritarian opinion. The PR
campaign, 'Trees Can‟t do it' was aimed at making young India aware of the situation in their hands.
We are losing trees everyday, and OPEN as a paper magazine and as a concerned member to the
cause, decided to give back what it had taken from the environment.
THE STRATEGY
Just like any good PR strategy, OPEN magazine decided to keep it simple. The company knew that
the best way to start this PR activity would be a wacky viral, that‟ll engage the youngsters in a manner
they like the most. When the viral became the talk of the town, OPEN then followed up by reaching
New Delhi‟s top colleges, offices and parks and distributing free saplings to people from all walks of
life. We spoke to different people around market areas where OPEN sold its magazines. Everyone
found the PR activity not just impactful but also engaging. It was the perfect amalgamation of strong
communication and on-ground presence that made this activity such a spouting success.

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DON'T JUST WATCH
MAX
IPL ON MAX
JWT INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
IPL (Indian Premier League is India's biggest domestic cricket event).
The 'Don‟t Just Watch' campaign by official broadcaster Max, brought fresh excitement to IPL viewers.
Persuading viewers to abandon their passive watching experience.
In a scenario, threatened by cricket fatigue due to an overdose of matches, this campaign enabled the
channel to have its highest ever viewership of 154 million viewers in just the first 3 weeks, gaining 17
million viewers versus the previous year.
Led by Farah Khan, Bollywood‟s No.1 choreographer, the campaign re-defined „active viewing‟.
The celebrity choreographer specially designed 3 unique dance steps for the 3 high points in cricket:
4, 6 and wicket. Farah asked the whole nation to not just watch, but dance and celebrate every 4, 6
and wicket.
Wherever Farah went, she made everyone dance the steps - this created LIVE PR moments on air
and on ground. Generating free media coverage worth 6.5 million USD. Awareness impact included
11,000 plus user generated videos online. 300,000+ new fans joined the Max Facebook page.
300,000 caller tunes and ringtones of the IPL anthem downloaded. Street dance classes activated in
21 cities. IPL 2013 has reached 168 million viewers in 4 weeks ie. 4 million more than 164 million
viewers achieved in full 9 weeks in 2012. Sponsorship doubled to 12 sponsors compared to 6 last
year. 80% of the advertising inventory was sold before the start of tournament. 3 moves became a
nationwide move-ment!
DESCRIBE THE BRIEF FROM THE CLIENT
The goal was to increase viewership of IPL by driving active engagement with the 3 dance steps
created by Farah Khan. The 3 dance steps triggered live content creation which would attract PR and
more viewers. The more people watched IPL, the more they would dance and get involved with the
game.
The specific goals were to achieve:
1. Free PR worth 5 million USD.
2. Viewership of 150 million people in 4 weeks (10% increase over the previous year viewership of
137 million)
3. Get more sponsors for the IPL.
RESULTS
Output/Awareness: Free media coverage worth 6.5 million USD. 11,000 plus user generated videos;
200,000 downloads of IPL's „Jumping Japang‟ app, ranked one of the top 5 entertainment apps in the
andorid platform. 300,000 plus new fans added to the Max Facebook page; 300,000 caller tune and
ringtone downloads, street dance classes activated in 21 cities
Action/Business Impact: IPL‟s highest EVER viewership of 154 million in the first 3 weeks. Gained 17
million viewers versus previous year; IPL 2013 has reached 168 million viewers in 4 weeks ie. 4
million more than 164 million achieved in full 9 weeks in 2012. Sponsorship doubled to 12 sponsors
compared to 6, last year. 80% of the advertising inventory was sold before the start of the tournament
thanks to phase 1.
EXECUTION
Duration: Feb - April 2013
PHASE 1 – Pre IPL: As a press conference first, India‟s best celebrity choreographer herself danced
at the Max IPL press conference. The journalists present danced too! On air, instructional videos, out
of home and print ads urged people to get ready to dance.

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PHASE 2 – During IPL: On the day of the launch, April 3, a full page ad with match schedule followed
by a blitz of 7 films in which 'ladies who lunch', male executives, families, couch potatoes, and others
were surprised by a visit from the choreographer commanding them to dance while viewing IPL. Mall,
cinema and housing society activation programmes also followed. On the playing field, cheer leaders
of all 9 different teams, did the unique IPL dance moves during the match and was viewed by millions
on television and in the stadiums.
THE SITUATION
Due to an overdose of cricket on TV, interest levels in IPL were falling. Cricket fatigue led to passive
viewing and falling viewership. The need was to create a buzz and re-energise viewer engagement
with the brand.
THE STRATEGY
The strategy was to celebrate the unique entertainment value of IPL.
Everything about IPL is unapologetically thrilling. The short duration of the matches, auctions of the
players, the cheerleaders, the camera coverage, the banter of commentators etc.
The point of departure was to suggest that if the property itself was so effervescent how could its
viewing not be entertaining too?
The campaign strategy was telling the country that passive viewing is NOT an option. Leading the
charge was Bollywood's most popular choreographer. Baton in hand, she literally makes the nation
dance and celebrate everytime there is a 4, 6 or wicket. The addictive tune and three new dance
steps got everyone onto the floor. There's even an armchair option for couch potatoes!

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CYCLE GENERATOR
VISA
VISA DEBIT
BBDO INDIA Mumbai, INDIA
DESCRIBE THE CAMPAIGN/ENTRY
PROBLEM : Millions of Indians are unable to take part in the country's economic progress because of
poor infrastructure and no access to city amenities.
THE INSIGHT : But there is e-commerce, and that is available to all, including all Indians who have a
debit card.
THE IDEA : VISA Debit liberates all Indians to dream big and seek advancement… by driving the right
to financial and social inclusion for all Indians.
The integrated campaign was launched with a documentary style film based in Kashmir – a state
battling geographical impediments, terror and militancy. The emotional story of a man who cycles to
create light for his small town using Visa Debit card. The film directed people across the nation to log
on to the dream2advance platform
RESULTS:
• The film crossed a million YouTube hits in one week.
• Google wrote to Visa stating the video generated the highest number of views in a day for any
Banking & Financial Services campaign.
• Kashmir began to gain greater focus
• 4.5 million visitors on D2A.com
• 14298 dreams shared.
• 42,116,275 seconds - Total time spent on the platform.
• #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.
DESCRIBE THE BRIEF FROM THE CLIENT
VISA Debit wanted to be more than just an ATM card.
We needed to convey that VISA Debit liberates all Indians to dream big and seek advancement… by
driving the right to financial and social inclusion for all Indians.
RESULTS
- The film crossed a million YouTube hits in one week.
- Google wrote to Visa stating the video generated the highest number of views in a day for any
Banking & Financial Services campaign.
- Kashmir began to gain greater focus
- 4.5 million visitors on D2A.com
- 14298 dreams shared.
- 42,116,275 seconds - Total time spent on the platform.
- #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.
EXECUTION
The integrated campaign was launched with a documentary style film based in Kashmir – a state
battling geographical impediments, terror and militancy. The emotional story of a man who cycles to
create light for his small town using Visa Debit card. The film directed people across the nation to log
on to the dream2advance platform.

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THE SITUATION
Millions of Indians are unable to take part in the country's economic progress because of poor
infrastructure and no access to city amenities. But there is e-commerce, and that is available to all,
including all Indians who have a debit card.
THE STRATEGY
While a Debit Card is in almost everyone‟s wallet, there is an infrastructure struggle because ATM &
POS terminals have not penetrated beyond the top 10 or 20 cities. So, no matter how much they want
to, young Indians, in parts of the country are limited to what they have access to. But a transformation
is happening, every village and town is being wired with connectivity making e-commerce a magical
solution, which can be used in every part of the country. Visa plays a powerful role in this context in
enabling the democratization of payments. This campaign is targeted at the common man and his
aspirations because the ability to pay in an efficient manner is the fundamental right of every person
irrespective of which socio economic segment he or she comes from. It is more than shopping online,
it is about enabling dreams and ambition for advancement.

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