The concept of "zero", or "Shunya," started in India 1400 years ago. Fast forward to today. India's at a crucial historical moment. A swooning population propels the need for resources to provide people with food, energy, and safety.

As part of a marketing program to increase awareness of DuPont in India, we wanted to bring the concept of "zero" back to where it started---to India. We wanted outdoor ads to not just say something. We wanted them to show people something. We built three ads around three distinct challenges India faces today: growing waste, hunger, and pollution. We constructed the ads from scratch with a unique layout that allowed us to frame the challenges and the ideal solutions all in one. All three ads were strategically placed in sites across Mumbai that were home to these challenges.

The ads invited viewers to visit our microsite and to watch our branded content series Quest for Zero, a show that features the companies and people who are helping India achieve Shunya: zero waste, zero hunger, zero pollution. By the end of season 1, 12M Indians had tuned in.