There was regular brand work on The Times Of India and then, there was this campaign.
It was 2006. 7 bombs ripped through local trains and killed innocents in 11 minutes. The government mouthpieces were quickly trying to cover up, cotton wool and gloss over as they usually do, telling us to live up to the 'spirit of Mumbai'. Sitting in office we were furious. And in popped a brief from the Times of India who wanted a series of bold ads to take on a government that was doing precious little to protect us from terrorists. After many iterations our hearts and minds finally settled on the following.
