Aircel | Save Our Tiger Initiative | India

In partnership with Dentsu Communications and WWF India, Aircel has initiated a ‘Save Our Tigers’ project to get the public behind the protection of the country’s national animal. The tiger population has dropped to a current total of 1,411 in comparison to 40,000 tigers a hundred years ago. The campaign calls for immediate action as the specie pushes nearer to extinction.

Aircel is encouraging people to not only make donations but join the movement and spread the news.

The through-the-line campaign portrays the world as it’s seen through the eyes of a six-months old tiger cub named Stripey by Dentsu Communications. He is shown to be waiting for his mother that will never return. Tigers are generally more vulnerable and confused than their portrayal as majestic and dangerous animals seen on most documentaries.

The campaign has called on the support of prominent Indian athletes Mahendra Singh Dhoni and Baichung Bhutia and actors Suriya, Kabir Bedi and Shernaz Patel. All efforts are supported through the website www.saveourtigers.com as well as executions on Facebook, Twitter and YouTube.

People can join a fun pledging section on saveourtigers.com called ‘Join the Roar’. Participants can pick from a series of tiger pictures, choose a square in a mosaic grid and enter their contact details to fill the piece and complete the photo. So far 98,474 people has joined.





Credits:
Project Save Our Tiger Initiative
Client Aircel
Creative agency Dentsu Communications
National creative director Shivanand Mohanty
Creative director Sangeeta Velegar
Art directors Samson Samuel, K. Nagalakshmi
Copywriters Sangeeta Velegar, Harish Arora, Mohanarangan. K
Concept Shivanand Mohanty, Sangeeta Velegar, Samson Samuel
Production companies Cutting Edge, Keroscene, Tellywise
Directors Rickii Kapoor, Rajesh Saathi, Shiva
Post-production company Prime Focus
Exposure Television, print, outdoor, radio, online, point-of-sales