| Title | CLEARANCE SALE |
| Brand | ICONGO |
| Product / Service | STOP FEMALE INFANTICIDE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | BBDO INDIA Gurgaon, INDIA |
| Entrant Company: | BBDO INDIA Gurgaon, INDIA |
| DM/Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | Bbdo India | Chief Creative Officer |
| Sandipan Bhattacharyya | Bbdo India | Executive Creative Director |
| Anunay Rai | Bbdo India | Creative Director |
| Arjuna Gaur | Bbdo India | Associate Creative Director |
| Anjali Bharadwaj | Bbdo India | Art Director |
| Ankita Vardhan Singhal | Bbdo India | Copywriter |
| Harsharan Vir Singh | Bbdo India | Copywriter |
| Gurdev Singh | Bbdo India | Art Director |
| Jeroninio Almeida | Icongo | Founding Director |
India's 2011 census data reveals a shocking truth. The gender ratio is now just 914 girls to 1000 boys. In other words, 60-70 girls are killed for every 1000 boys born. The lowest gender ratio recorded since India's Independence in 1947. It was obvious that the government's efforts were failing to curb female infanticide. What we needed was mass public support for the cause, along with a strong group of volunteers who would take the initiative and champion our cause.
Since the sale was for baby girl clothes, mostly parents with daughters of their own called up. So it was a focussed idea at getting their support for this cause. When they got to hear about the issue, they were instantly interested in knowing how they could help. These people went on to champion the cause in their communities - on ground and digitally.
Who could be a better ambassador for saving the girl child than parents with daughters of their own? The idea was simple: Since the number of baby girls is declining it only makes sense that the market for their clothes would be declining as well. So we created a mock clearance sale, claiming to sell baby girl clothes at rock-bottom prices. Catalogue flyers were sent out in newspapers with a phone number for free delivery of their order. But when people called, they were greeted by an iCongo volunteer. Callers were informed that it wasn't an ad for a clearance sale but a way to gather support for a movement to save the girl child.
1. We received 1200 calls on the first day. In all, there were 3000 calls over three days of the activity. 2. Scanned images of the flier started showing up on social networking sites, generating tremendous online buzz about the issue. Female Infanticide became a hot discussion topic on fb. The buzz we created was impossible to ignore. So much so that a national reality show felt compelled to dedicate its opening episode to the cause. 3. iCongo got 1100 new volunteers to spread the word about this problem and the numbers are growing.