Cyclone Amphan

When Cyclone Amphan hit West Bengal and Odisha in May 2020, millions of people lost everything they had. They needed everything from food, water, shelter to medical aid. The India chapter of the International Advertising Association wanted to help raise money for the government aid agency. The question was, how do we get Indians, who were themselves facing the personal and economic hardships caused by the raging Covid pandemic, to care about someone else’s tragedy? With this print campaign, we showed them that as troubled as they were by the pandemic, they were fortunate to be dealing with just one tragedy.

(Copywriters: Bobby Pawar, Gururaj Rao)