The brief was to raise awareness of the dilemmas facing the nation's endangered species.

The inspiration was drawn from 'Warli', the traditional folk art of Mumbai's state Maharashtra. This was the starting point and it was later combined with other Indian folk styles to develop a unique illustration style. With the essence of the style captured, next we perfected the hand drawn illustrations. After settling on a few endangered animals we experimented to see which creature best suited the style, deciding on the turtle, elephant and rhino. The finished posters exploit an intricate network of cityscapes to recreate each animal, with busy roads and train tracks traversing their contours while city buildings jut from their flanks.

The campaign was not only spoken about nationally, but internationally as well. Subsequently WWF received a lot of enquiries about how people could contribute towards their cause.