Our idea was to create a stark image of an almost- dry well plunging into Mother earth looking like a bucket which is what most Indians use to do their washing. The well / bucket has perilously low levels of water so it is unable to quench the thirst of the hundreds gathered around it.

The challenge was to make it provocative yet real. To find the right location where the problem persists and project that as the creative. We found real locations and decided to use real people suffering from the crisis. In an attempt to create a buzz-worthy piece of work, we captured wells where the water was almost negligible and the daily struggle of the people living in the nearby areas. We shot from a 40 feet high crane in order to capture the image of villagers around a dry well seemingly forming the shape of an empty bucket.

The campaign resulted in nationwide awareness with regard to the problem of water shortage through poster were released on ‘World Water Day’. The pieces of work were shared on social media by influential people to a global audience as well. More people took note of how Rin can help save water and became aware of how each person is capable of making a difference with a simple bar of Rin. It made the brand the voice of a human truth thus increasing its credibility among both users and nonusers.