Dr Reddy's Respiratory Division (related to Asthma and COPD) wanted to generate awareness about the ill-effects of smoking. The task was to create something innovative that subtly authenticates the point. Innovative, factual and hard-hitting! The 2007 Monthly Calendar with perforation represented the idea igeniously and delicately, without offending any sentiments. The responce was so good that they were taken aback. Everyone from the doctors to the common man loved it. Most of them asked for an extra copy. The amazing part is that they have been asked to do the same calendar for the next year too, i.e. 2008.
Agency: Sudler & Hennessey Mumbai, India.