Craft
Digital Design & Craft

UNPLASTIC INDIA - PENGUIN OUTDOOR ALARM
Brand: THE TIMES OF INDIA
Client: THE TIMES OF INDIA
Entrant: VML INDIA

Baby Blue Elephant

Entry Title:	UNPLASTIC INDIA - PENGUIN OUTDOOR ALARM
Brand:	THE TIMES OF INDIA
Client:	THE TIMES OF INDIA
Entrant Company:	VML INDIA
Description:	Even after the Government banned single-use plastics, India’s crisis worsened, with single-use plastics drowning the nation. The shocking reality of 9.4 million tons of annual plastic waste was suffocating marine ecosystems to the brink of disaster. With traditional methods of “Say No to Plastic” banners struggling to cut through the noise, it was time for someone to raise the alarm. India’s biggest changemaker, The Times of India, set out to instill a habitual change in the careless consumption of single use plastic products. With the #UnPlasticIndia campaign it unleashed three powerful image alarms that revealed in the most heart-wrenching way how the very act of opening a plastic bottle mercilessly kills marine creatures. The #UnplasticIndia movement that started by asking a small question in a big way brought about a behavioural change as over 500,000 Indians pledged to stop using single-use plastic in less than three months. While the campaign garnered over 71 million impressions in Social Media and reached more than 31 million users, it also resulted in beach clean-up drives in coastal areas across the country and was featured by the United Nations Environment Programme, for its nationwide impact.
Company Credits:	VML INDIA
Company Credits:	ILLUSION CGI STUDIO, BANGKOK
Individual Credits:	SENTHIL KUMAR, CCO
Individual Credits:	ARJUN MUKHERJEE, NCD
Individual Credits:	PURNAJYOTI KUNDU, SENIOR ART DIRECTOR
Individual Credits:	ANURAG ACHARYA, SENIOR CREATIVE DIRECTOR
Individual Credits:	DIPTANSHU ROY, SENIOR CREATIVE DIRECTOR
Individual Credits:	SOURISH MITRA, CREATIVE DIRECTOR
Individual Credits:	ANEEK RAY, CREATIVE DIRECTOR