SAVE OUR TIGERS by Dentsu Communications Bangalore for AIRCEL

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
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)
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)
Web Design Agency: Digivaasi (Digivaasi)
Media placement: Print - Times Of India (National), HIndusthan Times, Economic Times - Jan 30, 2010
Media placement: Television - Launch - Zee, HBO, Star TV, NGC, AXN, Colors, Star News, CNN IBN, NDTV INDIA, CNBC TV 18, - Jan 30, 2010
Media placement: Television - Celeb Bytes - Zee, HBO, Star TV, NGC, AXN, Colors, Star News, CNN IBN, NDTV INDIA, CNBC TV 18, - Jan 30, 2010
Media placement: Website - - Jan 30, 2010
Media placement: Radio - Red FM, Radio Mirchi, Radio City, Big FM Etc. - Jan 30, 2010
Media placement: Outdoor - Hoardings, Bus Shelters, Kiosks - Jan 30, 2010
Media placement: Aston Bands - NDTV 24 X 7, CNN IBN Bloomberg, CNBC TV 18, 9XM - Feb 1, 2010
Media placement: Pop / POS - Retail Outlets And Public Places - Jan 30, 2010

Describe the objective of the promotion.
Aircel partnered WWF-India for their initiative: Save Our Tigers. Objective was to draw people to register at their website: This exercise was to make Indians aware of the serious and urgent tiger crisis in the country. There are only 1411 tigers left, and dwindling. The threat of extinction is real. The website was designed as a platform to inform, involve and inspire the public, where they could raise their voice, stay informed and spread the word for the cause.

Describe how the promotion developed from concept to implementation
The aim of the promo was to first make Indians ‘feel’ for their national animal, then, to tell them how serious and urgent the tiger crisis was. To cut through the apathy and the clutter of ‘crises’ that crowd the newspaper pages, an emotional approach, using the POV of an orphaned cub, was used. Then, the shockingly low number of tigers left in India was highlighted: only 1411. All communication directed audiences to, where they could register, pledge their support for the cause, get tiger facts, and share the cause using various social networking tools.

Describe the success of the promotion with both client and consumer including some quantifiable results 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.

Explain why the method of promotion was most relevant to the product or service
Most Indians didn’t know the urgency of the tiger crisis. Hardly anyone cared. This integrated promotion brought tigers top of mind and became part of the national conversation, thus creating an enduring constituency for the tiger.