| Title | COFFIN |
| Brand | BIRLA SUN LIFE INSURANCE |
| Product / Service | INSURANCE |
| Category | C01. Transit Advertising |
| Entrant | JWT Mumbai, INDIA |
| Entrant Company: | JWT Mumbai, INDIA |
| Advertising Agency: | JWT Mumbai, INDIA |
| Name | Position |
|---|---|
| Tista Sen | Chief Creative Officer |
| Nandita Chalam | Executive Creative Director |
| Vijay Solanki | Creative Director |
| Nandita Chalam | Copywriter |
| Vijay Solanki | Art Director |
| Rohit Redkar | Photographer |
| Deepak Jadhav | Illustrator |
| Sadanand Parulekar | Account Manager |
| Abhishek Redkar | Other Credits |
Commuters risked their lives by using gaps in the walls along the railway tracks as shortcuts instead of using railway overbridges. The Coffin was placed right in these gaps in the wall. A message from Birla Sun Life Insurance was pasted alongside – SHORTCUT OR DEAD END? USE FOOT OVERBRIDGE. It proved to be very effective. Deaths on the tracks in those spots where the Coffin was used came down to zero.