Few Indians knew that the country’s national animal is facing a real threat of extinction. Even fewer cared. The creative task was to make Indians FEEL for their national animal. Indians are used to and somewhat immune to “crises”. To cut through the clutter of crises and apathy, the TVC tells the story from the eyes of a tiger cub. Then it hammers home the shockingly low number of tigers left: only 1411. It encourages viewers to spread the word and directs them to the website: www.saveourtigers.com.