The Brief

People were defacing the beautiful D'Monte Park in Mumbai by sticking chewing gum everywhere. Haiyya, a non-profit organisation, wanted to make a difference and clean up the park. A solution was needed to fix this issue.

Describe how the promotion developed from concept to implementation

If people love sticking gum, why not give them a better place to stick it – on the ticket! So we created 'Stick It Art' We got artists in Mumbai to create interesting illustrations on the back of the entry ticket, leaving a spot for the chewing gum. The gum completed the illustrated story. Visitors at The D'Monte Park were amused. They interacted and engaged with the idea and got the point about not sticking gum anywhere or everywhere. They were instant converts.

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

The activity at the D'Monte Park is only a beginning. Seeing the successful reaction to the idea by the public, Haiyya is in conversation with the Bombay Municipal Corporation to take the stick-it art idea to other parks in Mumbai.

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

HAIYYA is an organisation that works toward positive change in Mumbai, by mobilising various communities to tackle local issues of the neighbourhood. D'Monte Park was facing one such problem of people sticking their chewing gum everywhere. By mobilising the artist community, Haiyya was able to find a unique solution to solve the sticky problem.