CategoryA05. Publications
EntrantJWT INDIA Mumbai, INDIA
Entrant Company JWT INDIA Mumbai, INDIA
Advertising Agency JWT INDIA Mumbai, INDIA

Brief Explanation

There was one big challenge: to overcome the mindset about NGOs being dubious and shady. It needed to build credibility as an NGO that utilizes its funds effectively and transparently. The objective, to impress upon readers the sheer scale of feeding 1.6 million children every day by showcasing the transparency of Akshaya Patra’s methods through an interesting Annual report design.

The Brief

Akshaya Patra is an NGO that feeds 1.6 million kids a free mid-day meal every single school day. The brief was to make people aware about the life-changing work done by Akshaya Patra and help raise donations in order to increase the enrollment of more kids into school.

How the final design was conceived

Akshaya Patra is engaged in feeding mid-day meals to over 1.6 million children every school day so that they enroll in school and stay there. We thought what better way to highlight this than through the usage of food grains as the design inspiration so we captured this across every aspect of the Annual report.

Indication of how successful the outcome was in the market

The design single-minded drove the proposition of 'Food for education' and became a medium of communication for this public service organisation. The percentage of individual donations went up by a significant 12% after the Annual Report was distributed not just to shareholders but to potential investors and corporates. Donations saw a significant upswing post the Annual Report 2012.


Name Company Position
Ajay Kavishwar Akshay Patra Marketing Manager
Tapas Guha Jwt India Head Of Production
Vigyan Verma Jwt India Client Services Director
Rohan Kodialbail Jwt India Copywriter
Kanick Raj Samuel Jwt India Creative Director
James Mani Jwt India Creative Director
Senthil Kumar Jwt India National Creative Director