When a tigress from Tadoba Wildlife Sanctuary in Maharashtra, India escaped and reportedly killed 13 people, the news scared most tourists away.
This was the peak of the animal-human conflict in the region, owing to forestland being converted for private development over the years. In spite of increased security and no further incidents, the visitor numbers didn’t improve – a big hit to a sanctuary already struggling to sustain itself.
Famous India’s task was to correct the perception that Tadoba was unsafe and help their safari bounce back.
To correct the perception, the agency decided to show people the ugly truth about the humans they live with every day. Two print ads, made up of real news headlines about the crazy things human beings do, ran right next to the articles about the man-eating tiger. Thus pointing out that animals, in comparison, are much safer.
Chief Creative Officer – Raj Kamble
Art Director – Raj Kamble
Art Director – Pramod Chavan
Copywriter – Mithila Saraf
Illustrator – Deelip Khomane