The Challenge:
Even after the Government banned single-use plastics, India’s crisis worsened, with plastics drowning the nation. The shocking reality of 9.4 million tons of annual plastic waste suffocating marine ecosystems to the brink of disaster.
The traditional methods of public awareness and “Say No to Plastic” banners struggled to cut through the noise, fading quickly from memory and failing to instigate lasting change. It was time for someone to raise the alarm.

The Brief:
India’s biggest changemaker, The Times of India, set out to instill a habitual change in the careless consumption of single use plastic products. The need of the hour was a powerful initiative to shatter ignorance and spark lasting change.

The Objective:
Awareness about the dangers of single use plastic is very high.
It was time to Inspire Behaviour Change. It was time to encourage people to eliminate single-use plastic.

The Idea:
The #UnPlasticIndia campaign unleashed three powerful image alarms that simulate the opening of plastic bottles with human hands by twisting open the bottle necks but illustrate how the very act mercilessly kills marine creatures by suffocating them and twisting their necks with human hands. The human arm twisted marine animals asked a simple question looking into your eyes;

Still Using Plastic Bottles?

The mind-blowing, heart-wrenching, soul-stirring illustrations for the #UnplasticIndia Campaign brings alive the deadly truth of plastic pollution and the human impact on marine animals in the Indian Ocean. These alarming images elevate the sheer power of human imagination and are designed to shock and stay with you long after you see them and raise the alarm in your mind and then become a recurring image alarm every time you open a plastic bottle. Stay alarmed and end the habit of single-use-plastic now.

The Results:
A campaign that started by asking a small question changed the nation in a big way.
Over 500,000 Indians have pledged to stop using single-use plastic in less than three months.
Social Media: 71 million+ impressions.
Unique Reach: 31 million+ users.
Views: 14 million+
98% Positive Polarity with exceptional feedback and public commentary.