AIRCEL DM SAVE OUR TIGERS by Dentsu Communications Bangalore



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Industry Environmental & Animal Issues
Media Direct marketing
Market India
Agency Dentsu Communications Bangalore
Executive Creative Director Shivanand Mohanty
Art Director Samson Samuel
Copywriter Sangeeta Velegar
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AIRCEL
Date of First Appearance: Jan 30 2010 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)
Copywriter: Sangeeta Velegar (Dentsu Communications)
Art Director: Samson Samuel (Dentsu Communications)
Account Manager: Namita Kumar (Dentsu Communications)
Senior Account Executive: Somya Kumar Nanda (Dentsu Communications)
Web Design Agency: Digivaasi (Digivaasi)
Media placement: Television - Zee Network, Star TV, NDTV Discovery / Animal Planet, HBO Etc - Jan 30, 2010
Media placement: Print - Times Of India (National), HIndusthan Times, Economic Times - Jan 30, 2010
Media placement: Print - Followup1 - National Dailes - 10 Feb 2010
Media placement: Print - Followup2 - National Dailes - 5 March 2010
Media placement: Print-Followup3 - National Dailes - 20 March 2010
Media placement: Outdoor - Hoardings, Bus Shelters, Kiosks - Jan 30, 2010
Media placement: Celebrity Bytes - Zee Network, Star TV, NDTV Discovery / Animal Planet, HBO Etc - Jan 30, 2010

Describe the brief/objective of the direct campaign.
Few Indians knew that the country’s national animal is facing a real threat of extinction. The tiger crisis is serious and urgent. From a population of over 40,000 at the turn of the last century, there are only 1411 left in India today…and the number is declining. The objective was to inform them of the fact, in a way that inspired them to take a stand.

Explain why the creative execution was relevant to the product or service.

The emotional story of the cub resonated with the audience. Famous faces speaking up for the cause added to the momentum. The growing numbers on the web and social networking sites also added to ‘tiger’ becoming part of more and more conversations. Aircel’s perception as a responsible corporate citizen and its positioning of the ‘multi-functional’ mobile phone service grew stronger.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative task was to make Indians FEEL for their national animal. Indians are used to and somewhat immune to 'crises'. To cut through the clutter of crises and apathy, the campaign told the story from the eyes of a cub. Then hammered home the shocking number of tigers left: only 1411. Celebrities from sport, cinema and public life stepped up to lend their weight to the cause. Outdoor and radio added to the impact. The website and social networking presence gave the audience a platform to raise their voice.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment. has 216,249 registrations and growing. The site registered 2,248,545 page views, out of which 63.61% was direct traffic. The site got 616,719 unique visitors. The facebook page for the campaign ‘Stripey the Cub’ has 236,193 fans and growing. In addition, huge number of tweets from Indian celebrities and extensive media coverage added to the impact of this campaign. The hype created by the campaign urged the Indian government take stern actions against poachers and levy heftier fines. The ‘tiger’ became part of more and more Indian conversations. It now has a growing constituency.