Aseema is an NGO that runs an education centre for underprivileged children. The task was to encourage people to donate books for Aseema's education centre. The "Reading Boy" Bookmark was placed in numerous books at the Strand Bookstore - a leading bookstore in Mumbai. The bookmark featured a child lying down and apparently reading the very book held by a person at the bookstore. When anyone flipped through a book, at the bookstore, they were reminded that underprivileged children love to read too.
Agency: TBWA\ Mumbai, India.