Mumbai: The innovative Pinky Promise campaign created by Rahul Rudra & Abhiskek Kaddi of Ogilvy was selected as the winner of the Sustainability Campaign that the International Advertising Association (IAA) and the Indian Merchants Chamber (IMC) are planning.
The objective of the campaign is to use creativity and amplify awareness among individuals about the need to remember the little things in life which contribute toward sustainability.
Says IAA President Abhishek Karnani, “when individuals remember each small gesture that can make the planet a greener place to live in, they automatically carry that feeling into other aspects of their life. And that’s how a movement begins.”
Rahul Rudra & Abhiskek Kaddi, the winners of the campaign, say, “to us, creativity and sustainability share something in common. The best ideas often come when you’re not trying too hard, like on the toilet in this case. And the best sustainable practices are those that fit naturally into your life without requiring extra effort. That’s exactly what Pinky Promise is all about”
