Campaign details

Brand: IRAI Safari Retreat
Brand owner: IRAI Safari Retreat
Lead agency: Famous Innovations
Country: India
Industries: Charities & voluntary organisations
Media channels: Direct marketing
Budget: Up to 500k

Executive summary

This is the story of a tigress, Avni, a six-year-old mother of two cubs. Avni was believed to be responsible for the killing of 13 humans, between 2016 and 2018. But nobody knew for sure. The government labelled the tigress as a man-eater, and issued orders permitting hunters to kill Avni 'as a last resort'. Wildlife activists questioned the government's logic and approached the Supreme Court seeking a stay on the government's shoot-to-kill order.

But despite the best efforts of the activists, and huge support from an online petition, 'Let Avni live', Avni was controversially shot dead on 2 November 2018.

The killings Avni was suspected of, had taken place around Tadoba Wildlife Sanctuary. (Source: Hindustan Times) The incident was played out in the media, over and over again, making people fearful of wild animals.