Mumbai: The Pinky Promise campaign, conceptualized by Rahul Rudra & Abhishek Kaddi of Ogilvy, has been named the winner of the IAA-IMC Sustainability Campaign Contest organized by the International Advertising Association (IAA) and the Indian Merchants Chamber (IMC).
This innovative campaign stood out for its unique approach to sustainability, emphasizing how small, everyday actions can contribute to a greener planet. By blending creativity with a strong message, Pinky Promise encourages individuals to embrace simple yet impactful habits that lead to long-term environmental change.
IAA President Abhishek Karnani lauded the campaign’s effectiveness, stating, “When individuals remember each small gesture that can make the planet a greener place to live in, they automatically carry that feeling into other aspects of their life. And that’s how a movement begins.”
The creators of the campaign, Rahul Rudra & Abhishek Kaddi, shared their inspiration behind the concept, saying, “To us, creativity and sustainability share something in common. The best ideas often come when you’re not trying too hard, like on the toilet in this case. And the best sustainable practices are those that fit naturally into your life without requiring extra effort. That’s exactly what Pinky Promise is all about.”
With this win, Pinky Promise sets a benchmark for sustainability-driven creativity, proving that the simplest ideas can drive the most profound impact.
