It is not every day you get to work on a brief where there's no selling, no brand.

Just an incredibly noble initiative by a great client. A cause that's incredibly important and one that we took very seriously.

We tried a lot of ideas. But this topic was really challenging. No idea seemed to completely grasp this concept for what it was. 

And then, we attended the Habit of Life Confluence by HDFC Ergo.

I was amazed at the amount of work put in by the researchers at IIT Bombay to get this platform come live- they'd put in years. And not for any award, not for any recognition, just out of passion and for the cause. All our efforts at trying to creativise (?) this then just seemed frivolous.