Mumbai: Sirona, India’s leading FEMTECH brand renowned for its award-winning feminine hygiene products, has launched the inspiring #ReuseKaroSaveKaro campaign to highlight the issue of menstrual waste this World Environment Day. The campaign aims to raise awareness about the importance of reusability and sustainability in menstrual care and promote eco-friendly alternatives like the Sirona menstrual cup. By educating and empowering menstruators about the benefits of reusable menstrual cups, Sirona encourages the adoption of sustainable alternatives. Each Sirona menstrual cup can last up to ten years, aligning perfectly with the ethos of reusability ingrained in our culture.
The video campaign showcases a narrative where a girl encourages her friend to adopt the Sirona Cup. Initially hesitant due to her attachment to traditional practices, the friend is convinced when the protagonist explains that Sirona menstrual cups align with their cultural values, and also last for up to ten years. The video aims to emphasise the compatibility between reusable menstrual cups and tradition, urging viewers to embrace sustainable alternatives. Additionally, the campaign includes regional language versions of the video to broaden its impact and reach.
Sirona has undertaken a robust educational campaign, including webinars, videos, social media content, and blogs, to drive the adoption of the Sirona Cup. This concerted effort has resulted in over 18 lakh women in India choosing the Sirona cup as their preferred menstrual product, solidifying Sirona’s position as the highest-selling menstrual cup brand in the country. Additionally, through its social arm, the Sirona Hygiene Foundation, Sirona conducts period health and sustainable menstruation seminars for the underprivileged and donates menstrual cups to underprivileged menstruators who do not have access to proper period products.
The alarming statistics surrounding sanitary pad waste cannot be ignored, with over seven billion pads ending up in landfills each year, and each pad taking over 500 years to decompose. A 2016 CHOICE study revealed that menstrual cups and period underwear have a significantly lower environmental impact than tampons and pads, while disposable products like pads can take 500-800 years to biodegrade, contributing to landfill waste. By choosing reusable menstrual cups like Sirona’s, individuals can significantly reduce this negative environmental impact. With a lifespan of up to ten years, the Sirona Cup plays a pivotal role in the efforts to preserve our planet for future generations.
Sirona co-founder & CEO Deep Bajaj said, “With Sirona’s #ReuseKaroSaveKaro campaign, we invite individuals to break free from the conventional disposable mindset and adopt a more eco-conscious approach. It is a call to recognise that sustainability is not merely a trend but an integral part of our culture. By embracing reusable menstrual cups, we can collectively contribute to a more sustainable future. Sirona is proud to lead the way in promoting this transformative change and empowering individuals to make a tangible impact. Join us as we celebrate our traditions, embrace sustainability, and pave the path for a harmonious coexistence with our planet. We have created an awareness video in multiple regional languages to ensure that we reach even the most remote corners of the country.”
Mumbai: The Prime Minister’s Office took to Twitter to endorse The Times of India’s (TOI) impactful “Saving Our Stripes” campaign, a major boost to tiger conservation in India.
In a tweet, the PMO said, “This is a good effort by the @timesofindia group towards highlighting the importance of tiger conservation. Thanks to the people, our nation has made commendable strides in this area.”
The Saving Our Stripes campaign was launched by TOI in 2023 to celebrate the success of Project Tiger, raise awareness, and mobilise action to safeguard endangered tiger populations. The campaign has since garnered widespread support from the public, government, and private sectors.
The campaign has also released special Tiger Anthem films, curated by celebrated artists, including S. Nallamuthu (a National Award-winning wildlife cinematographer) and Shantanu Moitra (composer and musician for Bollywood films such as 3 Idiots and Parineeta).
The Tiger Anthem films have been viewed over 38 million times across platforms and has been praised by wildlife experts and conservationists alike.
The “Saving Our Stripes” campaign is a critical step in the fight to save India’s tigers. With the support of the PMO and the public, the campaign can make a real difference in the lives of these iconic creatures.
Mumbai: As the games season continues to engross the world, Cadbury Dairy Milk leveraged this opportunity to bring India together to step beyond the cricket fever and #CheerForAllSports. Launched recently to help athletes in underrepresented sports feel valued and acknowledged, the campaign sought to enable better connections between athletes and fans at the back of a tech-based solution. All one has to do is scan the QR code on the reimagined iconic Rs 100 Cadbury Dairy Milk released for the campaign, which will lead to a microsite with a calendar of all sporting events across Hockey, Boxing, Table Tennis, etc., currently running in India during the same period as the upcoming IPL season. To this end, the brand also installed specially made fan screens to create an electric atmosphere in the stadium for the athletes at the back of energized Indian fans cheering their sporting idols.
The campaign has witnessed an impassioned response from across the country with around 7 Lakh registrations on the brand microsite to watch and cheer on Indian athletes as they attain new heights across different tournaments on the World Stage. To date, people have cheered on Nishant Dev, Mohammed Hussamuddin, Sathiyan Gnanasekaran, Manika Batra, Deepak Punia and Nisha Dahiya as they competed in tournaments such as IBA Men’s World Boxing Championships 2023, World Table Tennis Star Contender 2023 and Senior Asian Wrestling Championship 2023 respectively, to bring sporting glory to India. Many of the competing athletes expressed their gratitude and happiness about seeing their fans supporting them on-screen that motivated them to compete even more fiercely.
With two more international competitions – the ITTF World Table Tennis Championships Finals 2023 and the FIH Pro League 2023 – on the roster this month, Cadbury Dairy Milk expects even more sign-ups from Indians looking to #CheerForAllSports, to witness their sporting heroes battle it out to bring the country recognition on an international arena.
Mumbai: Who doesn’t love snacking? And if it’s guilt-free, then even better!
New-age snacking brand Too Yumm! from Guiltfree Industries, part of the FMCG division of the RP-Sanjiv Goenka Group recently roped in Bollywood celebrity Varun Dhawan as their brand ambassador for their recently launched traditional Indian Namkeen range being introduced in the market. They unveiled a new digital campaign film, featuring him – this film will be the first in a series of many ground-breaking campaigns on the range.
In this campaign titled “Varun Dhawan!! Too Yumm Namkeen Ke Shaukeen | NO Palm Oil”, Dhawan is spotted binging on his favourite Too Yumm Namkeens like Aloo Bhujia, Bikaneri Bhujia, Moong Dal etc. in different avatars and encouraging Indians to become ‘Namkeen ke Shaukeen’. His witty, quirky and fun character personifies the brand’s attributes of unconventional offerings & pepping up their consumers. The speciality of the products in the Too Yumm Namkeen range is No use of Palm Oil which makes it a healthier snacking option.
Guiltfree Industries’ flagship brand, Too Yumm has carved out a niche for itself in a cluttered market through very disruptive product format and flavour innovations. Over the years, Too Yumm has pioneered many innovations like Multigrain Thins, Wasabi Foxnuts, Dahi Papdi Chat Chips, Noodle Masala Karare etc. Too Yumm Brands like Karare, Multigrain Chips, Rings and Veggie Sticks, etc are household names now.
The year 2021, marked Too Yumm’s entry into the mass segment of Potato chips & the company has seen immense success with this launch over the last two years- with Too Yumm Chips crossing the 100 crore mark within just 15 months of launch.
The snacking category in India is large with an estimated size of 30,000 crore annually and Too Yumm is one of the fastest growing brands in this space clocking high double digit growths and expanding its market footprint every year. With a reach of more than 3 lakh outlets across India, Too Yumm caters to a diverse audience with its offerings across the length and breadth of the nation. Too Yum is now expanding its portfolio into a new segment with a category defining innovation in keeping with its belief of giving consumers healthier products without altering their taste preferences and behaviours. This will be supported by announcement of a new brand ambassador & commensurate marketing strategy.
In an email interview, Indiantelevision.com spoke to RP-Sanjiv Goenka Group, Guiltfree Industries vice president of marketing Yogesh Tewari about the the brand’s recent foray into the Namkeens category, getting Dhawan on board, the advertising and marketing strategy for the brand, and more.
Edited excerpts:
On the new range of Indian Namkeen without Palm Oil, and the thought behind launching such a product
We, at Too Yumm, are committed to disrupt the snacking space with purpose-driven products that prioritize both health and taste. Since it is a young, disruptive brand we believe in challenging the status quo. The Namkeen category is large and consolidated with a few legacy players; but the category has not kept pace with evolving consumers and we saw a wide gap where the category is plagued by widespread use of Palm Oil for frying– our focus is on the primary USP of our Namkeen range, providing tasty and healthy consuming snacks with 30-35% less saturated fat. Our latest offering is the Traditional Indian Namkeen range, which is special because it contains NO Palm Oil and gives consumers the same taste that they love.
On deciding to associate with Varun Dhawan and the expected impact
We chose Varun Dhawan because his wittiness, joy, and quirkiness perfectly embody the principles of our brand. We believe that his affiliation with Too Yumm will increase our exposure and have a greater impact on our consumers. With the rapid expansion of the brand into newer categories such as Indian Namkeen – we want to establish a strong connect with a wider set of consumers by offering them tasty, healthy, and innovative snacking options. Our presence is currently in the lower-tier towns, and we focus on the top end – including metros and Tier 1 and 2 towns like Maharashtra, West Bengal, Delhi and more.
By highlighting the use of Palm Oil in the Namkeen category and emphasizing our “No Palm Oil and Great Taste” messaging through a celebrity face, we aim to educate and encourage consumers to make an informed choice. We want to revolutionize the way people eat Namkeen in India by offering guilt-free and delicious snacking options.
On how this new campaign with Varun Dhawan differs from previous campaigns
Varun Dhawan marks the arrival of a fresh and entertaining approach – bringing a peppy and young vibe which fitted well into our Namkeen portfolio. His character brings a new level of excitement and entertainment to showcase our range and its distinctive qualities that perfectly aligns with the unconventional and ‘guilt-free factor’ of our brand. With this campaign we also made a strategic choice to go “Digital First” and try to make the Namkeen category “cool” in minds of consumers
On having Virat Kohli as your brand ambassador, and the new campaigns expected on that front
Virat has been a part of our brand journey since inception and there’s a lot that the brand has gained from the association, and he still continues to be a big part of the brand family and we’ll still continue to leverage him. As a dynamic and innovative brand, we also believe in continuously exploring additional avenues and collaborations. We believe that both Varun and Virat complement each other beautifully and create a power packed duo. There is a lot in the pipeline from the brand and you can definitely expect some fireworks in the coming months.
On the advertising and marketing strategy planned for all the products of the Too Yumm stable for 2023
We have adopted a mix of traditional marketing and new age media approaches to connect with our consumers. This year we have increased the budget by around 30 per cent for advertisements. The focus is on investing more in digital advertising rather than television, with the brand utilizing multiple consumer touchpoints for amplification and visibility. 75-80 per cent of our media spend has been allocated on digital platforms initially, however, the yearly ad budget allocation remains balanced with approximately 40 per cent allocated to digital and 60 per cent to television – that is subjective to change depending on the requirement.
On the media mix that you are looking at for Too Yumm’s brands
As mentioned above, our investment in digital advertising is significantly higher than any other medium. The primary reason is digital platforms, such as social media offers a vantage point to target specific cohorts and focusing on critical geographies such as key metros and top states such as Karnataka, Maharashtra, West Bengal, North-east, Delhi that are strong areas for us.
During IPL 2023, we had also initiated CTV campaigns on JioCinema, despite the higher cost. The objective was to achieve incremental reach since it allows the brand to target the consumers, therefore, leveraging the IPL on mobile screens for incremental reach, higher impressions, more frequency and higher ROI. We are also continuously evolving our marketing approach to the dynamic market; engaging with influencers, vernacular digital media, OTT platforms and even AI platforms to be ahead of the curve when it comes to reaching out to our Target audience.
On the future plans for Too Yumm in terms of expanding the product range and launching innovative offerings
We understand that consumers seek novelty and exciting flavours in the snacking category. Our aim has always been to provide disruptive and unique options to our consumers, going beyond the traditional Classic Salted or American chips. With our latest category launch we have added 11 new variants of Indian traditional namkeens to our portfolio and we will continue to add more regional variants, flavour innovations and new formats to keep consumers excited on the product front.
We take pride in introducing flavours that stand out and offer a delightful twist to the snacking experience. Among our popular offerings, the Multigrain chips range features flavours like Dahi Papdi Chaat, which has garnered significant appreciation from our consumers. Additionally, our Karare range includes flavours like Noodle Masala, Chilli Achaari, and more, adding a touch of spice and innovation to our products. We believe in continuously pushing boundaries and surprising our consumers with distinctive flavour combinations that leave them craving for more.
On the significant markets (geographically) for Too Yumm in India, and eyeing international expansion in other countries too
We are a pan India brand currently and our distribution is higher in metros and urban markets. There are no major region-specific skews that we observe; as our products have a wide appeal across geographies. Karnataka, Maharashtra, West Bengal, North-East, Delhi etc are strong markets for us currently. We are evaluating few international markets as well and plans are in the pipeline to strategically expand the distribution.
On the retail expansion that you are looking at in the year 2023 (be it through EBOs, franchise outlets, in-shop, online, offline)
We have been increasing our direct and in-direct distribution exponentially over last few years. We are currently present across all States in India in the range of 3-4 Lakh outlets across traditional trade, modern trade and e-commerce platforms. Rural expansion is a key task followed by strengthening our footprint in major metros. Our plan is to leverage both online and offline platforms across our portfolio to expand reach and e-commerce channel partners will play a major role in the same.
On your vision and way forward for Too Yumm
We want Too Yumm to be among the Top 5 most trusted snacking brands in India. We will continue to create meaningful disruptions in the snacking space, evolving the categories with healthier and tasty products. As a brand we are seen as a Quirky, New age and Purpose driven brand. We will continue to drive this equity going forward.
Mumbai: VDO.AI, the industry-leading digital video advertising platform, has joined forces with the creative powerhouse Pivotroots advertising to unleash Swiggy’s Dineout CTV campaign during the exhilarating IPL season. This thrilling collaboration promises to captivate, engage, and ignite the passion of millions of viewers nationwide. The campaign highlights VDO.AI’s QR wrapper technology as a distinctive feature in CTV advertising that enables effortless interaction between viewers and the ads.
Swiggy, India’s favourite food ordering and delivery platform, aims to take its brand presence to soar heights with VDO.AI’s fusion of innovation, creativity, and technological prowess. Throughout the campaign duration, which is set to conclude by the end of May, they have effectively showcased the power of VDO.AI’s AI-driven CTV technology.
VDO.AI CEO Amitt Sharma said, “Our partnership with Pivotroots Advertising and Swiggy provided us with an exceptional opportunity to demonstrate the transformative power of technology. Our CTV technology, coupled with AI, has produced exceptional engagement rates, exhibiting the genuine value of our creative solutions. This partnership underscores our promise to provide compelling advertising experiences and generate meaningful outcomes for our clients”.
Swiggy Senior marketing manager Jijo V Thomas, expressed their satisfaction with the campaign, stating, “Collaborating with VDO.AI and Pivotroots Advertising for our Dineout and IPL campaigns has been an incredible experience. The integration of AI on CTV Platforms enabled us to meaningfully and interactively engage with our audience. We are delighted with the level of engagement that the campaigns have generated and the significant value they have added to our brand”.
“Our partnership with VDO.AI has showcased the power of innovation in achieving campaign success,” said Pivotroots Advertising group head digital at Alister Mendes. “Together, we will break barriers, push boundaries, and deliver campaigns that will resonate with Swiggy’s customers and fans across the country. Get ready for a mind-blowing fusion of creativity and technology!”
Swiggy’s Dineout campaign will be a gastronomic journey that tantalises taste buds, transporting viewers to a world of culinary delights. VDO.AI’s cutting-edge video advertising technology will create an adrenaline-fueled ride through the world of cricket, captivating fans and bringing them closer to the game they love.
Mumbai: Astral Foundation – the CSR arm of Astral Ltd, India’s leading manufacturer and supplier of piping systems, adhesives, bathware, paints and building materials, bagged three prestigious ABBY Awards at the Goafest 2023. The two golds and one silver awards presented to Astral are in different categories, the Media Abby and Creative Abby segment to acknowledge the outstanding success of Astral Pipes “Ice Stupas in Ladakh” campaign.
In the Media Abby category, Astral won the Gold Medal in the “Cause Marketing” sub-category for the “Ice Stupas in Ladakh” campaign. This recognition highlights the brand’s commitment to making a positive impact in society through its innovative initiatives.
Under the Creative Abby segment, the “Ice Stupas in Ladakh” campaign was honoured with the Gold Medal in the “Green Award” subcategory, further emphasising Astral’s dedication to environmental sustainability and eco-conscious practices. Additionally, the campaign also received the Silver Medal in the “Direct – Work done for Social Awareness or Charity Causes” category, showcasing the brand’s impactful communication efforts.
The campaign launched in March 2022, aimed at addressing the water scarcity issues in the region of Ladakh triggered by global warming. Astral Foundation collaborated with innovator and education reformist Sonam Wangchuk and his institute, the Himalayan Institute of Alternatives (HIAL). Astral provided pipes and equipment to HIAL for the construction of nine Ice Stupas across Ladakh. Astral Pipes’ innovative approach and commitment to social and environmental causes resonated strongly with the jury, leading to the recognition of their exceptional work.
Additionally, the campaign was also felicitated by Indian Content Marketing Awards, Digital Dragons Awards, Digies and Videa Awards in the CSR/cause content marketing category for their efforts.
Astral Ltd VP Kairav Engineer expressed their delight, stating, “Winning multiple ABBY Awards at Goafest 2023 is an honour for Astral Foundation. These Ice Stupas have proven to be an ingenious method of storing water from the winter season and releasing it during the dry months, ensuring a reliable water supply for the local communities in Ladakh.
This remarkable achievement not only validates our commitment to making a positive impact on the communities we serve but also highlights the importance of addressing water scarcity issues exacerbated by global warming.
This recognition further motivates us to explore and implement more sustainable solutions in the future. We aim to remain persistent in our commitment to fostering environmental stewardship, promoting community well-being, and contributing to a more sustainable and resilient world. Together, we will continue to strive for a better future, making a meaningful difference in the lives of people and the environment”.
The ABBY Awards, Goafest, is one of the most prestigious accolades in the advertising and marketing industry in India. They celebrate excellence in creativity, innovation, and effectiveness, recognizing outstanding campaigns that make a significant impact
Mumbai: GSK has announced a partnership with actor Amitabh Bachchan to raise awareness about shingles, a painful condition that affects one out of three adults above the age of 50 years.
The campaign film evocatively captures the agonising pain caused by shingles and its debilitating impact on the people living with it. It gives an important message that it is possible to protect aging adults against this pain through vaccination.
Commenting on the partnership, Bachchan said, “Shingles are known to be painful and thus certainly a setback to senior citizens. For prevention against Shingles, I recommend the Senior Citizens to talk to their doctors.”
Shingles is caused by the same virus that causes chickenpox. The virus remains inactive in the body after a person recovers from it. When the immunity of the body weakens, it re-activates to cause shingles. More than 90 per cent of Indians by the age of 50 years have this virus in their body and are vulnerable to shingles.
GSK medical director Rashmi Hegde said, “Amitabh Bachchan has been the face of several disease and vaccination awareness campaigns before, and his support has motivated people to take the required action to prevent these diseases. Today, India’s aging population is rising, and we need to make them aware of diseases such as shingles which can impact their quality of life. We believe this will persuade more people to talk to their doctors about protecting themselves or their loved ones from shingles.”
The film has been conceptualised and executed by Lowe Lintas. The creative focus is on capturing the intensity of the shingles pain through powerful metaphors and images. The representation of pain is based on scientifically documented patient testimonies.
Commenting on the creative insight for the film, Lowe Lintas CCO 9 (Global Brands) Sagar Kapoor said, “Our challenge was to find a way to ‘show’ the unbearable pain of shingles, a sensation that can only be ‘felt’. That is why we have made use of imagery such as sharp nails piercing the body or a person getting electric shocks. We do not want to scare people, but we want to make them aware that Shingles can be extremely painful, and it can be prevented.”
The video will be released on multiple platforms such as YouTube, Television, Print and other social media.
Mumbai: By Design, a leading creative agency, has conceptualised and produced a series of snappy and memorable digital films produced for Syska’s range of BLDC fans. Featuring Rajkummar Rao, the films highlight the ecological and financial benefits of the fans using the tagline “Save Kiya Kya?”. These films are the digital extension of the offline campaign (TVCs and full-page print ads) to launch their range of fans.
The first film features Rajkummar Rao in a nerdy avatar giving us a lesson on saving the planet and our money, as Syska BLDC fans are powerful yet save 60 per cent energy!
The second film is relatable and engaging as it highlights the ease and convenience of using BLDC fans, which can be controlled via a remote.
The third film shares a quick tip on how to escape the scorching heat with Syska BLDC fans. They yield high performance and low power bills.
The films aim to connect with Indian audiences by showcasing the latest range of BLDC fans, which will enable consumers to decrease their carbon footprint while saving money on affordable, durable fans and lower electricity bills.
By Design is known for its expertise in producing exceptional visual experiences across various media. With a team of creative professionals who are passionate about storytelling, By Design creates engaging and impactful content for brands. The films showcase the superior design and performance of Syska’s range of BLDC fans, while also highlighting the brand’s commitment to energy efficiency and sustainability.
“It’s always a pleasure working on films for Syska and this was a particularly interesting launch for us to work on with Rajkummar Rao,” said By Design founder & chief creative officer Rahul Gupta. “We aimed to create relatable, bite-sized digital films to supplement the TVCs, all of which effectively conveyed the features of the BLDC fans.”
“We’re really happy with the outcome of the campaign. We’ve worked hard to create a great product and these films have communicated its benefits in an amusing manner”, said Syska director Gurumukh Uttamchandani.
Mumbai: Times Prime, India’s most preferred lifestyle app, announced the launch of its first-ever AI-generated omnichannel campaign for its new tagline, “Mighty Membership.” Devised with partner agency BBH India, the campaign is available to all Times Prime members and uses AI to depict the community as larger-than-life figures, symbolising the ‘mighty’ empowerment that comes with the membership. For the first time ever, AI-created images are being extended across billboards, social media, and other channels.
Commenting on the unique “The Mighty Membership, a campaign that showcases the incredible daily benefits that make members’ lives truly mighty. Through a creative collaboration with our partner agency BBH India and the talented art photographer Pankaj Arora, we’ve created a visually captivating AI-generated campaign that perfectly embodies the essence of ‘mighty’ in every interaction. What’s more, we’re proud to be the pioneering brand in India to employ AI in out-of-home advertising.”
The campaign features a variety of AI-generated images that showcase the many benefits of Times Prime membership. Members can enjoy a range of experiences, including subscriptions and benefits across entertainment, lifestyle, news, movie premieres, gourmet dining, and networking events.
On his experience working on the unique campaign, advertising photographer, Pankaj Arora said, “Harnessing the power of AI to create appealing visual content for ‘Mighty Membership’ campaign has been challenging as well as an absolute delight for me. Times Prime has always been at the forefront of offering its members exceptional experiences, and this will add another feather to its cap.”
The Mighty Membership initiative will encompass an omnichannel approach, including engagement, growth, outdoor, social, and digital channels. The campaign will also feature a master communication change, shifting the tone and style of Times Prime’s messaging to a more targeted format, highlighting the exclusive benefits offered by its top brand partners and the everyday “mighty” experiences they enable.
“This campaign is the first-of-its-kind that leverages AI to generate visually appealing content, and we are thrilled to be creatively associated with it. Times Prime has always pioneered groundbreaking marketing campaigns, and ‘Mighty Membership’ will just take that a notch higher,” said BBH vice president, head – Delhi Radhika Burman.
Mumbai: The Times of India, the country’s largest English newspaper, today launched the “Saving Our Stripes” campaign to raise awareness about the importance of tiger conservation. The campaign commemorates the 50th anniversary of Project Tiger, a centrally-sponsored scheme that started in 1973 and aims to ensure the survival and maintenance of the tiger population in specially constituted tiger reserves throughout India.
“This year marks the completion of 50 years of Project Tiger, a world-famous conservation model and success story,” said TOI director Kaustuv Chatterjee. “Times of India is giving the nation a popular film(s) and song on the occasion to drive home the importance of the project for future generations as well. Through this initiative, we are taking the message of conservation to the masses, signifying that tigers and forests are a national treasure and an inheritance for our children”.
The “Saving Our Stripes” campaign has featured a variety of content across TOI’s print and digital platforms, including quirky contests, thought-provoking editorials, and a special Tiger Anthem curated by celebrated artists including Nalla Muthu (a national award-winning wildlife cinematographer) and Shantanu Moitra (composer and musician for Bollywood films like 3 Idiots and Parineeta).
The Tiger Anthem showcases heartwarming images of pure love between a mother tiger and her cub, giving viewers a glimpse into their habits and the world they inhabit. The film traces its path to the serene tunes of Moitra, surreal lyrics by Tanveer Ghazi, and beautiful visuals capturing the power of emotion by Nalla.
“The hearts of the toughest human beings will melt on seeing a tiger cub caressing its mother’s face,” said Moitra. “It will work because the song and visuals are from a cub’s perspective. I am hoping children will pick it up like the ‘lakdi ki kathi, kathi pe ghoda’ song of the 80s.”
Elaborating on how music and films are the best mediums for communicating a message to people, Nalla said, “The minute you talk about tigers and poems, people remember William Blake’s ‘Tyger, tyger burning bright’ first. Using music or a narrative-driven medium like a feature film to convey a message can have a profound impact on an audience. Emotionally engaging content often resonates with people on a deeper level, making it more likely that they’ll remember the message and potentially act on it”.
When launched, Project Tiger covered nine reserves across 18,278 sq. km. Currently, there are 53 tiger reserves spanning 75,000 sq. km. Today, with 3,167 tigers, 75 per cent of the global wild tiger population is in India.
“The ‘Saving Our Stripes’ campaign is a call to action for all of us to do our part to protect these majestic creatures,” said Chatterjee. “By raising awareness about the importance of tiger conservation, we can help ensure that these magnificent animals continue to thrive for generations to come”.
