There are lots of homeless people who sleep outdoors and die from the extreme Delhi chill. The NGO, Salaam Baalak Trust asked JWT to promote awareness about the issue and also move the public at large to donating old winter clothes and blankets. we came up with the idea of actually giving white blankets to the street sleepers, which would warm them at night and when worn, would also make them look like dead bodies to the passerby (in India, a white sheet is put only on a corpse). The message and NGO helpline number was printed on the sheets.

The promotion was a big success, it generated a lot of PR as no one who saw a line of "dead bodies" lying unattended, could ignore them. We received over 700 calls in the two weks that the promotion ran. Over 1300 pieces of winter clothing including blankets were collected over the same period.