Execution

Challenge People often put off investing in their children’s future because they think they don’t have enough money right now. The challenge was to find an entry point in to the city’s super fast schedule. Even though the most challenging, the most crowded and most rushed part of the day, we decided to target the consumer on his way to work, on his way to earning money for his family. Solution Surprise and excite people with money found on seats of Taxis and autorickshaws. Even though in a rush to get to work, everyone stopped to pick up the Rs 500 - considering themselves lucky to have found money. And while they surreptitiously checked the authenticity of the currency note, they discovered the message that gently told them that even such a small amount such as this, was enough to secure their child’s future. Result People were surprised to find such a serious message delivered in such a fun way. And more accepting of it. Follow up calls to the Toll Free number included in the message increased by 850 calls per day. And enquiries about Children’s Future Solutions were recorded.