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 integrated campaign told the story from the eyes of a cub. Then hammered home the shocking number of tigers left: only 1411. Celebrities from sport, cinema and public life stepped up to lend their weight to the cause. Outdoor and radio added to the impact.

The website and social networking presence gave the audience a platform to raise their voice.

www.saveourtigers.com has 216,249 registrations and growing.The site registered 2,248,545 page views, out of which 63.61% was direct traffic.The site got 616,719 unique visitors.The Facebook page for the campaign ‘Stripey the Cub’ has 236,193 fans and growing.In addition, huge number of tweets from Indian celebrities and extensive media coverage added to the impact of this campaign.The hype created by the campaign urged the Indian government take stern actions against poachers and levy heftier fines.The ‘tiger’ became part of more and more Indian conversations. It now has a growing constituency.