The Challenge
The Indian state of Maharashtra was hit by severe droughts in 2013. One particular village called Ambepada and the surrounding areas were the worst hit. The villagers had no choice but to walk miles everyday for water.
The Indian state of Maharashtra was hit by severe droughts in 2013. One particular village called Ambepada and the surrounding areas were the worst hit. The villagers had no choice but to walk miles everyday for water.
The Solution
FedEx and Times Foundation wanted us to come up with an idea, to help these drought hit villages. The idea conceptualised was to ask people from cities and towns of Maharashtra to donate packaged drinking water. The donated water would be transported to 13 drought-hit villages by FedEx. The campaign was widely published across print, outdoor & social media. The unique activation idea was to create a mock dry well and place it in prominent shopping malls. People were asked to place packaged drinking water inside the well as donation. An overwhelming 75000 litres of water was collected and donated.
FedEx and Times Foundation wanted us to come up with an idea, to help these drought hit villages. The idea conceptualised was to ask people from cities and towns of Maharashtra to donate packaged drinking water. The donated water would be transported to 13 drought-hit villages by FedEx. The campaign was widely published across print, outdoor & social media. The unique activation idea was to create a mock dry well and place it in prominent shopping malls. People were asked to place packaged drinking water inside the well as donation. An overwhelming 75000 litres of water was collected and donated.
My role – Art Direction
Company – Percept H Pvt. Ltd., India
Client - FedEx
Awarded - Honors : Hakuhodo Global MD Summit 2014
Company – Percept H Pvt. Ltd., India
Client - FedEx
Awarded - Honors : Hakuhodo Global MD Summit 2014
Released work