TWO-WAY by Dentsu Communications Bangalore for AIRCEL


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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Design & Branding
Market India
Agency Dentsu Communications Bangalore
Executive Creative Director Shivanand Mohanty
Art Director Samson Samuel, K. Nagalakshmi
Copywriter Sangeeta Velegar
Released December 2009

Credits & Description

Category: Calendars
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)
Executive Creative Director: Shivanand Mohanty (Dentsu Communications)
Creative Director: Sangeeta Velegar (Dentsu Communications)
Associate Creative Director: Samson Samuel (Dentsu Communications)
Art Director: K. Nagalakshmi (Dentsu Communications)
Art Director: Samson Samuel (Dentsu Communications)
Copywriter: Sangeeta Velegar (Dentsu Communications)
Account Manager: Namita Kumar (Dentsu Communications)
Senior Account Executive: Somya Kumar Nanda (Dentsu Communications)
Media placement: Calendar - 1500 Mailings Distributed To Partners, Clients And Well Wishers Of Aircel - 20 December 2009

Describe the challenges and key objectives
How could we incorporate this message into a calendar? How could we make the message impactful for a whole year?

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 calendar.

Describe how you arrived at the final design
Make the calendar interactive. Give the users a choice. Seen one way, the number of tigers declines. Seen the other way, the number of tigers grows. Make the physical act of removing month after month add to the power of the message – the fate of the tigers is in your hands!

Give some indication of how successful the outcome was in the market
This calendar created a buzz among respondents. All the respondents registered at the website Strong word of mouth was created.