Save Our Tigers’ is an initiative by Aircel, one of India’s leading telcos, to make Indians aware of the crisis facing the tiger, India’s national animal. There are just 1411 tigers left in the country. The threat of extinction is real.

Aircel wanted to reach its key stakeholders and business associates with this message, in a memorable and inspiring calendar.

2010 is the year of the tiger. To give more weight to the message, we used the New Year’s Card, personalised for the CEO of Aircel, to his mailing list of industry leaders and influencers. The New Year’s Card conveyed how serious and urgent the tiger crisis is, and how crucial this year is for the tiger.

In execution, the physical act of pulling out the card made the tiger vanish, thus dramatically demonstrating how fast tigers were disappearing from India.

This calendar created a buzz among respondents. All the respondents registered at the website saveourtigers.com. Strong word of mouth was created.