We campaigned across India.Schools: 2,000Teachers participated: 5,000Environmentalists participated: 7,000SMS: 1,00,000Emails: 1,00,000 Students contacted: 6,00,000Newspapers around the country covered it.For Bloggers it was an interesting talking point.Radio shows caught on and listeners discussed the campaign.Sachin Tendulkar – the highest run-getter in International Cricket dedicated his 42nd Test century to tiger conservation on national television.

Millions came out in support of India’s national animal.

Number of online votes: 1,28,542.Number of on-ground signatures: 6,24,679.The Prime Minister has received the petition. We’re awaiting his response.

The tiger population in India had fallen to 1,400. The Indian government was guilty of turning a blind eye to the crisis.

We needed a voice that would send out a hard-to-ignore message to the apathetic government.

We looked at a TG that would react to the campaign and mobilise the cause - the youth (who account for over 50% of the billion Indians) as the driver of the cause as it would be voices that cannot be disregarded in the corridors of power. After all, they were the ones who would inherit the legacy of the tiger.

To overcome the youth’s indifference towards the tiger, we needed a pertinent connect. And found one staring at us - the tiger is India’s national animal.

Idea: With the tiger’s extinction looking inevitable, we carried out an election campaign. Vote for a new national animal.

The worthy candidates? Donkey. Monkey. Goat. Rat.The tongue-in-cheek tone persuaded the youth to vote in large numbers.

All voters had to sign a petition to the Prime Minister of India warning him that a donkey, monkey, goat or rat could be India’s next national animal if the tiger was not saved.

We approached the public service campaign innovatively. Witty TVCs, involved the Indian cricket team, sang songs and engaged kids with events –saving the tiger was never so much fun. People voted on www.newnationalanimal.com. We promoted it through TVCs, virals, print, posters, emails and SMS. Networking groups spread awareness.

Environmentalists helped carry the message across the country.

India's youth icons - the Indian Cricket Team supported the campaign.

India’s leading rock artist, Gary Lawyer wrote a song. The proceeds of which went towards tiger conservation.

We ran a signature campaign at schools, colleges, malls, railways stations.