The Brief

In a span of 2 years, terrorists had shaken Mumbai and the world with 7 bombings in public places. Their modus operandi was to place bombs in school bags which they would then abandon at public places. There was a need for awareness to be spread quickly.

Describe how the promotion developed from concept to implementation

We decided to use the terrorists' weapons against them. So to caution the general public and build awareness, with the aid of law enforcement agencies, we placed a special knapsack inside local trains. The knapsack contained a device that would tick like a time bomb and then announce a safety message.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within 3 months of conducting this exercise, 2140 pieces of unidentified baggage were reported and investigated. Thereby making Mumbai aware and a whole lot safer. This initiative is now being taken to cities across India.

Explain why the method of promotion was most relevant to the product or service

We conducted the promotion amongst the target audience in the location where they were most at risk - local trains. We used the same medium as used by the terrorist - A knapsack, to get the message across.