I just dont understand why Aircel ventured into such a campaign and what it aims to achieve through this campaign!
First, I was thinking that Aircel is trying to attract more customers through this campaign. Like asking them to call through Aircel mobile and saying some money would be donated to WWF for saving tigers if you talk through Aircel. I was thinking “What a cheap strategy!”. But when I visited their website, I realized that they are not trying to promote the Aircel business (at least not like I thought) through this campaign.
The TV ad says very vaguely about saving the tigers! What is the use of talking, SMSing, blogging and posting in facebook or tweeting in twitter about saving tigers? By doing all these, will the message really reach the poachers? or others who are responsible for the falling number of tigers in India?
Worst is, the website http://saveourtigers.com which they have created for the awareness. It looks like a complete waste! I was really feeling foolish when I clicked on the “Join the roar” link. All that you can do through the link is just fill up some blocks of a tiger image (like those image puzzles) by adding your name, email and optionally your phone number. Thats it! whoa! You are roaring for tigers! How silly!!!
There is another link saying “What can i do?”. Even that does not give any meaningful information or ways to saving the tigers. It just links to all other social networking sites!
Finally, before leaving the website, I clicked the “Tiger Reserves” link. It read “Being a responsible visitor to tiger reserves can help save our tigers”. I am still trying to understand how being a responsible visitor I can save the tigers! This section just linked to WWF and project tiger of Govt. of India and showed maps of tiger reserves in India! How useful!!
Nowhere in the website does it give useful information or resources for common men to really take initiative for saving tigers. Through this ad, maybe by now everyone of us know that there are only 1141 tigers left in India. But, do we really know what the various factors which led to this? Or, do we know how we, as normal people living in the cities, can do something to increase the tiger count?
I don’t see the use of this campaign in any angle! Neither does it promote Aircel’s business, nor does it do anything to stop the falling count of tigers! So.. whats the point?