Short List
Product / ServiceORGAN DONATION
CategoryG03. Logo Design


Name Company Position
Rajdeepak Das Leo Burnett India Chief Creative Officer and Managing Director
Saurabh Verma Publicis Communications South Asia Chief Executive Officer
Dheeraj Sinha Leo Burnett India Chief Strategy Officer and Managing Director
Samir Gangahar Leo Burnett President - North
Amit Nandwani Leo Burnett Executive Creative Director
Kaushik Dutta Leo Burnett Associate Executive Creative Director
Rohan Kumar Leo Burnett Creative Director
Somnath Mandal Leo Burnett Creative Director
Avinash Chauhan Leo Burnett Creative Director
Nikhil Kumar Leo Burnett Copywriter
Atif Khan Leo Burnett Art Director
Gaurav Dudeja Leo Burnett Executive Vice President
Neha Kapoor Leo Burnett Associate Vice President
Saumya Tyagi Leo Burnett Brand Strategy Partner
Parul Peter Leo Burnett Brand Associate
Aakriti Sood Leo Burnett India Brand Associate
Varun Arora Leo Burnett India Editor
Jasrita Dhir Fortis Healthcare Head - Brand & Marketing
Arnab Acharya Fortis Healthcare Deputy GM - Brand & Marketing


India has one of the lowest organ donation rates in the world. Mainly because, in the Indian society, organ donation comes attached with a social stigma. The brief was to change people’s negative mindset towards organ donation and increase the organ donation rate. The objective was to inspire people to pledge their organs by giving recognition to the act of organ donation.

Describe the creative idea (40% of vote)

Inspired by the heroic send-offs given to martyrs with their bodies draped in flags, we designed a flag to be used as a special shroud for organ donors at their funerals. Much like a badge of honor to separate them from the rest who are draped in traditional white shrouds. The target audience was people of all age groups who could be inspired to pledge their organs.

Describe the execution (40% of vote)

The first step was to create a new symbol for organ donation. Once that was done, a mega launch was announced for unveiling the symbol. At the launch event, a special shroud, with the symbol printed on it, was presented to families of organ donors to commemorate their noble act. The launch took place with the support of leading IPL cricket team Delhi Capitals which had some of the world's top cricketers and was covered by all major media houses and publications. Post launch, to keep the conversation going, we partnered with NDTV (India's leading news channel) and through their news anchors, continued to spread the word. The campaign also created huge buzz on radio, print and digital mediums.

List the results (20% of vote)

Over 20 million impressions across media (TV, radio, print and digital). 20% increase in the organ donation rate. 29% increase in cadaver donations compared to the previous year.