The creative execution took the shape of a cleanliness drive, branded An Act of God. We selected littered areas, picked images of Gods from IndiaPicture’s image library, recreated them as wall paintings or ceramic tiles and placed on walls in messy areas. Upon seeing their Gods in less than perfect surroundings, people cleansed the areas - ending up with cleaner streets. It truly demonstrated the power of images.

We also went digital by creating a Facebook page which kept a regular track of the campaign. Members also regularly contributed ideas towards the campaign. A Twitter account was also created, giving out regular updates.

We also encouraged people to be a part of the drive by directing them to the indiapicture portal where they could download images of Gods and paste them up in garbage prone areas.

The campaign was huge success. The activation was conducted across 4 cities. Hundreds of people joined the movement and participated by flagging off messy locations with images of Gods. This resulted in a cleaner India.

For indiapicture, the campaign increased the number of new visitors to its portal by 28%, and it got 1500 more views per day. The number of daily image downloads increased by 35%. Further, within five days of the activation, 910 people were reached through the Facebook community page.