{The vulnerability and helplessness of the cub in absence of his mother was captured in the TVC}

Aircel has partnered with WWF-India to help Save Our Tigers. Our national animal is fighting for its life. From around 40,000 at the turn of the last century, there are just 1411 tigers left in India. If we don’t act now, we could lose this part of our heritage forever. Speak up, blog, share the concern, stay informed… Every little bit helps.

This campaign of ‘Save Our Tigers’ was initiated, recently, by AIRCEL {India’s 5th largest GSM Mobile service provider} in association with WWF-India. It intends to draw attention towards the dwindling population of the majestic creature, our National Animal, the Indian Tiger, at an alarming pace due to deforestation, degradation of habitat, disgusting poaching exercises by bloody idiotic bastards –  humans. It also intends to sensitize all Indians to this painful development and prod them into action to save this majestic animal from extinction.

Tigers have been key target of poachers and in 2009 alone India lost 86 Tigers. It’s quite clear that Our National Animal is on the verge of extinction and it’s time to take up some serious moves n launch decidedly proactive efforts.

www.saveourtigers.com is instrumental in propagating and disseminating information about Saving Tiger. Besides being an information centre, it also works like a Push mechanism to create buzz across all forums like Blogging, Facebook, Twitter and writing letters to the editors of Newspapers. It also has created a platform where people can donate money to NGOs working towards the cause.


I truly appreciate this campaign and its serious intent, but am not sure how Blogging, Twittering, Facebooking etc would really control the brutal practice of murdering defenseless living creatures, majestic animals like Tigers in the jungles, at the ground level? People, instead of indulging in comfortable couch-activism, have to step up their help through donating money on a regular basis or purchasing ‘Save our Tigers’ merchandise  {which needs to be invested to beef up and manage the Forest Security} and insist on trasparency in execution till the last mile. The real cause of this destruction has to be tackled at the Forest level, which is tough task considering the intensity of corruption and tendency to misuse one’s power amongst humans. The campaign should work towards this..otherwise it would end up as a buzzy blip of serious excitement (a great case study on how brands are supporting Social Causes, championing Social Activism), around which people crowded, expressed their sadness/deep feelings/genuine tears and then forgot about the whole thing in a jiffy. The campaign should result in tangible results! 

As I said in the Comments….I am concerned, if brands consider Public Activism as a device to differentiate themselves from the competition n do nothing towards the cause that they are championing, afterwards. well, I do not know what TOI’s highly written about n widely accoladed ‘Lead India’ resulted in….releasing great looking campaigns on issues that have been pet peeves of the people of India is not enough. they should work n sensitize n mobilize people in large nos. to be part of the cause. If brands are strategically chasing the fact of striking a relationship that’s beyond Transactions, then they have to show everyone what n how they are attempting to achieve. n this is, unfortunately, not happening. the real cause may not see any earth shatteringly positive a transformation, but the brand will be seen as responsible…quite sad!

Read Stripey, the Tiger cub’s blog! n fall in love with Stripey and drive the movement to save Tigers

Do you want to lead the change ? do these little things…

Project Tiger 

Update on 8th March 2010 : Two Tigers found dead in Ranthambore