72 years after gaining Independence, we are still struggling with immense social ills. There are many reasons for such a sorry state of things. Prominent among these is our own lackadaisical attitude to let things be how they are. A print advertisement was thus created reminding us of our social responsibility to play an active role in bringing the change. The message affect was enhanced as it was delivered by a brand associated with fashion and luxury. The change in usual brand communication created a surprise leading to an increase in retention value.
Conceptualization, Content, Art Direction, Design