Challenge

Inspire people to donate old books for ‘Slum Children Education Programme’.

Solution

Their idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, they gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

 

Finalist at the New York Festivals (Direct Response)
Finalist at New York Festivals (Promotional Marketing)
Featured in Campaign Brief Asia
 

 

Credits: Dalip Singh, Robin Thomas