Our idea was that every book can have a second life after you’re done reading it. We made a TV commercial shot from the point of view of an old book to highlight how it had brought joy and learning to its reader, but was now lying unused. It drove home the message that donating it would mean it could now give those amazing moments of learning to an underprivileged child. The commercial had a call to action from international cricket star Sachin Tendulkar. We chose TV as a medium for this activity as it would give us maximum reach.

Over 1m Indians responded to the TVC and donated a book for spreading education. The donated books were collected and distributed in special schools with the help of Save the Children Foundation. The books helped educate over 2.5m children. Aviva India's TOM awareness scores went up to No.2 position during the period of the activity.