As a CSR initiative, Vodafone Essar wanted to make people aware of what they were actually buying when they indulged in hi-end fashion accessories.

We created 3-colour illustrations of accessories and put up the posters at hi-end luxury malls. It is here that we could catch attention and influence people indulging in places like leather boutiques. They were provoked by a message 'See who really pays the price for your fashion' and if curious enough they picked the red-tinted glasses kept for viewing purposes.

Upon seeing through these special glasses, the accessories turned into the animal that had to die in its making. Hence demonstrating right before one’s eyes, what actually lies behind the fashion accessories. A pick-me-up leaflet giving details about the cruelty involved in the making of accessories worked to further drive home the point.

We managed to grab not just enough eyeballs but also opened their eyes to the untold truth behind cruel fashion. Many stepped forward to pledge their support to the cause in their own little ways. Because when the demand stops, the supply stops.