A cutout of a hommeless kid was hidden inside tent cards kept on coffee tables. Since the menu is printed on these tent cards, many people who casually lifted these tent cards were shocked to find a kid inside. Not only did it catch people unaware, but evoked immediate empathy towards the childeren living in such conditions. As a result, from the 54 outlets were the activity was carried out, they collected over two lakh rupees within just six weeks.
Agency: Everest Y&R, India.