AIRCEL Design & Branding SAVE OUR TIGERS PULLOUT by Dentsu Communications Bangalore

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency Dentsu Communications Bangalore
Art Director Parul Rangnekar, Masahiro Fukuyama
Copywriter Shivanand Mohanty
Designer Sourav Dutta
Released December 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: AIRCEL
Product/Service: SAVE OUR TIGERS
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: DENTSU COMMUNICATIONS, Bangalore, INDIA
Entry URL:
Chief Creative Officer: Gullu Sen (Dentsu Communications)
Copywriter: Shivanand Mohanty (Dentsu Communications)
Art Director: Parul Rangnekar (Dentsu Communications)
Art Director: Masahiro Fukuyama (Dentsu Communications)
Designer: Sourav Dutta (Dentsu Communications)
Account Manager: Namita Kumar (Dentsu Communications)
Senior Account Executive: Somya Kumar Nanda (Dentsu Communications)
Media placement: Direct Mailer - 700 Mailings Distributed To Partners, Clients And Well Wishers Of Aircel - 20 December 2009

Describe the challenges and key objectives
The target would be swamped by New Year’s Cards/Messages. Our card had to stand out and also deliver the message of the tiger crisis, in a way that would be unforgettable.

Describe the brief from the client
‘Save Our Tigers’ is an initiative by Aircel, one of India’s leading telcos, to make Indians aware of the crisis facing the tiger, India’s national animal. There are just 1411 tigers left in the country. The threat of extinction is real. Aircel wanted to reach its key stakeholders and business associates with this message, in a memorable and inspiring way.

Describe how you arrived at the final design
2010 is the year of the tiger. To give more weight to the message, we used the New Year’s Card, personalised for the CEO of Aircel, to his mailing list of industry leaders and influencers. The New Year’s Card conveyed how serious and urgent the tiger crisis is, and how crucial this year is for the tiger. In execution, the physical act of pulling out the card made the tiger vanish, thus dramatically demonstrating how fast tigers were disappearing from India.

Give some indication of how successful the outcome was in the market

This New Year’s Card created a buzz among respondents. The company received many calls expressing interest in the cause and offers of help from corporate. Overall, this card helped create a stronger identity for Aircel and deeper relationships with its business associates.