Aseema, an NGO, wanted to promote the cause of educating street children. With a negligible promotional budget, the challenge was to get affluent citizens of Mumbai who are largely apathetic to this need, to take notice. If the idea strikes a chord, they would act.
The ubiquitous storm drain was transformed into an abacus! Not only did the idea get traction but it was also awarded with a WPPed Cream Silver by WPP London.