We went beyond conventional awareness generating advertising. We created a business model.

A skill trainer taught the Kalandars to make Soft Toys (replicas of the bears they once traumatised). Once we had sufficient stock, we organised an event. We popularised the soft toys by putting a noose around each bear's muzzle. The noose was attached to a reply back card with the plea SET ME FREE. Buyers symbolically removed the noose and physically set the bear free.On the first day itself we sold 216 bears, and subsequently raised enough money for the livelihood of the Kalandars.