|Brand||JIVDAYA CHARITABLE TRUST|
|Product / Service||JIVDAYA CHARITABLE TRUST|
|Category||C08. Charities, Public Health, Safety & Awareness Messages|
|Entrant||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Entrant Company||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Advertising Agency||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Prasoon Joshi||Mccann Worldgroup||Chief Creative Officer|
|Pradyumna Chauhan||Mccann Worldgroup||National Creative Director|
|Abhinav Tripathi||McCann Worldgroup||Executive Creative Director|
|Puneet Kapoor||McCann Worldgroup||Executive Creative Director|
|Sanket Pathare||McCann Worldgroup||Sr. Creative Director|
|Vivek Bhambhani||McCann Worldgroup||Sr. Creative Director|
|Vilsen Gonsalves||McCann Worldgroup||Creative Group Head|
|Nikhil Waradkar||Mccann Worldgroup||Creative Group Head|
|Mangesh Kavale||McCann Worldgroup||Art Director|
|Aditya Narayan||McCann Worldgroup||Copywriter|
|Rashmi Naik Nimbalkar||Notmarried India||Illustrator|
|Sohil Wadhwania||McCann Worldgroup||Creative Group Head|
|Ryan deMello||Anaiah Production||Director|
|Arnab Gayan||Anaiah Production||D.O.P|
|Manav Rawat||Mccann Worldgroup||Editor|
|Asad Zaidi, Ehsan Kamran||Music Director|
|Akhilesh Nath||McCann Worldgroup||Account Planner|
|Mayuresh Vengurlekar||McCann Worldgroup India||Creative Team|
|Robert Joseph||Mccann Productions||Avp Production|
|Uday Rane, Hemant Daitkar, Jagdish Raj, Sunil Chalke, Harshal Pendere, Nitin Saw||McCann Worldgroup||Avp Production|
During Uttarayan (Gujarat's Kite flying festival), a friendly rivalry ensues, which involves cutting kites and collecting them as a souvenir of triumph. We strategically used the kites itself to pass on the message to the kite flyers. There by creating a live engagement during the festival.
During Uttarayan, Gujarat’s kite-flying festival, a friendly rivalry ensues. Which involves cutting each other’s kite with razor-sharp threads called ‘Manjas’. These ‘Manjas’ entangle, maim and even kill many endangered birds that migrate to Gujarat. We had to find a simple, low-budget yet effective solution to save these birds from getting injured and killed.
The number of injuries dropped by over 68% as compared to 2014. The activity was covered by radio channels who also spoke about how birds get injured. School and college students took part in rallies all over the city to build awareness. Many college students even took a pledge to avoid flying kites during the hours when birds are most active in the sky, specifically, 5 to 7 mornings and evenings.
We designed kites that looked like the endangered birds and flew them with soft threads. Once our kites were cut, kite enthusiasts read the message, which asked them to avoid flying kites during the hours when birds are most active: 5 to 7 mornings and evenings. The kites were flown right through the 5-day Uttarayan festival ensuring more and more kite enthusiasts read our message.