PETA (People for the Ethical Treatment of Animals ), the animal welfare organisation has partnered with agency The Media Ant for a six city general awareness campaign to encourage people to adopt stray animals.

The campaign that began on August 10  mostly used hoardings located in prime locations in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata.

A simple, call for action in respective regional languages strikes the right chord by invoking citizen pride and associating it with a call to adopt animals. Combined with strategic locations and the right formats, the campaign manages to grab public attention and reiterate the messaging.