Ironically, in the home of vegetarianism 69% of Indians are non-vegetarian. Our clients, The Vegetarian Society of India, sought to arrest this rapid decline in their believers by hosting the World Vegetarian Conference in India. Being a non-profit organization, we had our task cut out. We had to re-new that faith of the masses by drawing traffic toward the conference. We had to do so in a clutter-cutting YET cost-effective manner. And we had to appeal to their core beliefs in doing so.

Obviously, the Conference was a success with attendees in the hundreds. But more important was the number of people who received the vegetarianism message though unable to make it to the festival. It virtually ended up being a traveling mascot. More than 81% of those who received the literature swore to turn vegetarian from that day. Even if 10% of that figure actually made a start, with India’s population,

The Hindu faith has great belief in the mythological divine bull 'Nandi' which is represented by the famous nodding bull. Unequivocally revered as the purveyor of justice and through it was the perfect mascot for the purpose. Hence we used it as the mascot to deliver the vegetarianism message. The medium was mobile. The bull traveled to towns and residential areas catching people when they are walking on the road completely unawares and resulted in huge eyeballs due to its novelty value.

It was impossible to do grassroots level comm. through mass media. By making our communication appeal to a core belief and using an icon which quite literally had divine powers, there was no better way that the cause of vegetarianism could be propagagted.