The greatest challenge was that we were talking to a category of affluent Indians for whom beauty and looking young is a priority but donating to charities, unfortunately, isn't. How could we make charity as appealing and rewarding to them, as cosmetics? Also, conventional promotional mailers from these organisations, with pictures of underprivileged children, asking for donations fail to move this segment of consumers. So we needed an idea that broke all category codes, was refreshingly original and compelling.

We wanted to transport people from the gritty, grim reality of NGO advertising into the gorgeous world of beauty and cosmetics. Giving them a new motivation to donate.

We made charity more rewarding and appealing to a category of affluent Indians for whom beauty and looking young is a priority but donating to charities, unfortunately, isn't. Which is why we connected the two and made beauty a by-product of charity! Conventional mailers from organisations, asking for donations, fail to move prospective donors enough. We wanted to try a direct activity that breaks the category codes, is refreshingly original and compelling. This idea of launching a mock beauty product as a direct marketing tool transports charity from gritty, grim reality into the world of beauty and cosmetics.

In terms of placement, our TG least expected an appeal for charity at a parlour or spa, so the surprise was amplified.

The idea infused new interest in charity by giving people an alternate way to enhance their beauty.

85% of people who interacted with the idea in Delhi and Mumbai showed increased interest in the Plan India Saath-Saath Program.

The initiative is now all set to travel to other cities as well.