| Title | A HELPING HAND |
| Brand | HELPAGE INDIA |
| Product / Service | HELPAGE INDIA |
| Category | A06. Self Promotion |
| Entrant | PUBLICIS AMBIENCE Mumbai, INDIA |
| Entrant Company: | PUBLICIS AMBIENCE Mumbai, INDIA |
| Design/Advertising Agency: | PUBLICIS AMBIENCE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Ashish Khazanchi | Publicis Communication Pvt. Ltd | Chief Creative Officer |
| Tushar Kadam | Publicis Communication Pvt. Ltd | Executive Creative Director |
| Shahrukh Irani | Publicis Communication Pvt. Ltd | Senior Creative Director |
| Vivek Rao | Publicis Communication Pvt. Ltd | Senior Creative Director |
| Santosh Sonawane | Publicis Communication Pvt. Ltd | Art Director |
| Manan Pandya | Publicis Communication Pvt. Ltd | Copywriter |
| Natasha Dani | Publicis Communication Pvt. Ltd | Account Director |
| Samier Salunke | Samier Salunke Photography | Photographer |
The target audience was old, lonely and forgetful and therefore needed something that would be simple, thoughtful and a reminder of HelpAge India's support.
HelpAge India, a non-profit organization working for the welfare of the elderly, wanted to tell old people that they would be cared for at every step through an innovative medium.
We took an object that most old people depend on every day - their walking stick - and redesigned it. The handle of the stick was made to resemble a human hand, with the helpline number of HelpAge India printed on it. These were given to old people registering with HelpAge India.
Apart from the obvious physical support, the hand-shaped handle gave these old people tremendous mental support. This was evident by the 30% increase in the number of calls to the helpline number.