IRAI Safari Retreat: The city is more dangerous than the jungle

Tadoba Wildlife Sanctuary used a direct marketing push to change the narrative around man-eating tigers and persuade visitors to return.

Campaign details

Brand: IRAI Safari RetreatBrand owner: IRAI Safari RetreatLead agency: Famous InnovationsCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Direct marketingBudget: 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...

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