Our entry made the Cannes Lion Shortlist in India. It reached the Top 4 among over 3000 entries. It was the first time an entry from an outlier agency made the cut.

The Brief: ‘Create a 100cc Press Ad that made people
'Step forward to help victims of crime and accidents’

Insight: People love crowding while a crime or accident happens, but they don't like taking any action. They prefer being bystanders. 

Idea: Our press ad was a police charge sheet that included an eye-popping number of perpetrators. This drove home the message that there's no such thing as an innocent bystander.