DECEIT

Silver Spike Campaign
TitleDECEIT
BrandTADOBA WILDLIFE SANCTUARY AND IRAI SAFARI
Product / ServiceWILDLIFE SANCTUARY AND SAFARI
CategoryA07. Travel / Leisure
1 of 2 Campaign
EntrantFAMOUS INNOVATIONS Mumbai, INDIA
Idea Creation FAMOUS INNOVATIONS Mumbai, INDIA

Credits

Name Company Position
Raj Kamble Famous Innovations Founder & CCO
Raj Kamble Famous Innovations Founder & CCO
Pramod Chavan Famous Innovations Creative Director
Mithila Saraf Famous Innovations Business Head
Deelip Khomane Famous Innovations Illustrator

Cultural/Context information for the jury

When a tigress from Tadoba Wildlife Sanctuary in Maharashtra, India escaped and reportedly killed 13 people, the news scared most tourists away. This was the peak of the animal-human conflict in the region, owing to forestland being converted for private development over the years. In spite of increased security and no further incidents, the numbers didn't improve – a big hit to a sanctuary already struggling to sustain itself. Our task was to correct the perception that Tadoba was unsafe and help their safari bounce back. To correct the perception, we decided to show people the ugly truth about the humans they live with every day. Two print ads, made up of a collection of real news headlines about the crazy things human beings do, were strategically placed in newspapers right next to headlines about the tigress. Thus pointing out that animals, in comparison, are much safer.