In India, the concept of donating clothes is something that hasn't yet caught the amount of traction as we hope it would have. And Shoppers Stop, India's largest retailer of clothes and accessories realized this problem. With a clear brief to imbibe the habit of donating clothes amongst its customers and otherwise, Shoppers Stop asked us to create a campaign that would speak this message, clearly and creatively. The objective was to speak to people in a way, that brought alive the love for clothes, and the love for doing something good, seamlessly.