The Challenge
Almost 1500 trees were fallen to bring awareness about the horrific massacre in India's Garden City, Bangalore. Each tree was around 100 years old.
The Idea
RUDALI is an ancient Indian custom of hiring professional mourners to mourn the death of a significant figure.
On World Forestry Day, a group of Rudalis were hired to stage public grief at various areas throughout the city that had had large-scale felling. Its originality and shock value resulted in immediate word of mouth and massive eyes. People were made aware that "killing would not stop unless you see it as killing." Through the use of powerful web tools, participation was made simple and quick.
The Final Result
The concept generated Rs. 1.42 million in free media coverage.
On www.bngenvtrust.org, 1735 efforts to fell trees were recorded.
Over 600 mature trees were relocated without being harmed.
Almost 270 business owners planted trees in front of their establishments.
On www.bngenvtrust.org, 1735 efforts to fell trees were recorded.
Over 600 mature trees were relocated without being harmed.
Almost 270 business owners planted trees in front of their establishments.
Award: Indian Outdoor Award, 2008
Client: Bangalore Environment Trust
Art Director: Raja Sinha
Copywriter: Anshu Sharma
Creative Director: Montoo Bassi
Agency: Rediffusion Y&R
