The campaign consisted of an activation, where huge Ravana ActivCard effigies were burnt across North India, a 3-day long street activity where limited edition Ravana packs were distributed from door-to-door and a school activity that reached to over 21,000 school children. Overall this campaign touched over 1,00,000 people on-ground and millions via social networking websites.
Результат
The campaign reached out to all people across North India. It used a deeply entrenched festive ritual and gave it a twist that was seen as a positive by everyone.