Mumbai: This International Tigers Day, BC Web Wise unveils a stirring new campaign for Tiger Balm — titled “Keepers of the Wild” — that shines a long-overdue spotlight on India’s forest guards, the unsung heroes of wildlife conservation.
The campaign is a quiet tribute to the everyday courage of forest guards — the men and women who walk into the wild not for glory, but out of duty, compassion, and resolve.
Crafted entirely by BC Web Wise, the campaign includes two evocative line-art films, told from the perspective of the tiger — not to romanticise the wild, but to honour the people who make their survival possible. The films, alongside supporting social content, offer a rare glimpse into an unspoken relationship — one built on mutual respect, care, and firm protection.
Sonali Banerji, Creative Director at BC Web Wise, shares, “We wanted to create something that didn’t just talk at the audience, but made them feel — feel the weight of the silence, the solitude, the strength it takes to protect something as fierce as the wild. The tiger’s voice in this campaign isn’t loud — it’s layered. Just like the work these forest guards do.”
Pankaj Bhawnani, Brand & Marketing Expert and Advisor to the Gardenia board, adds, “This isn’t a story about tigers alone. It’s about the people we rarely see. The ones who stay back, stay still, or step away when it matters most. Through this campaign, we wanted to bring out that emotional undercurrent of conservation. Because sometimes, respect is the greatest form of protection.”
At its core, “Keepers of the Wild” reflects Tiger Balm’s own ethos — care that’s constant, quiet, and deeply human. The campaign doesn’t rely on spectacle, but on sincerity, and invites audiences to rethink what it truly means to be a guardian of the wild.
Puneet Motiani, Designated Partner at Gardenia Cosmotrade LLP (exclusive distributors of Tiger Balm in India), remarked, “For over a century, Tiger Balm has been associated with relief and this campaign is an extension of that legacy. It’s about recognising the invisible strain that forest guards endure, and acknowledging the care they offer — not just to the animals, but to the entire ecosystem. We’re proud to stand behind a campaign that speaks with so much heart.”
Following the success of last year’s #EyeOfTheTiger, this year’s campaign deepens the narrative — offering a moment of admiration for the forest guards from the point of view of a tiger.
