Making plastic visible before it becomes waste.
Campaign Design | Thooimai Mission, Govt. of Tamil Nadu
Campaign Strategy · Art Direction · Copywriting · Outdoor Media
Rameswaram draws millions of visitors each year — pilgrims, tourists, travellers. Most of them arrive carrying more plastic than they realise. Most of it ends up in the streets, the water, and the soil within hours.
Thooimai Mission asked us to create a public awareness campaign strong enough for highways and temple surroundings — not gentle reminders, but visuals that confront.
We visited Rameswaram, documented the problem on the ground, and built two creative directions:
The X-Ray Series stripped bags open — showing the plastic people carry without thinking. The line: *”If it’s single-use, it’s not welcome.”
The Organ Series made the long-term damage physical — lungs, ribcages, and jellyfish made of plastic. Each visual carried a single, sharp truth.
The campaign went live across the city — highways, temple approach roads, tourist checkpoints. The result was immediate: people started checking their bags, a checkpoint system was set up, and the conversation around plastic in Rameswaram changed.
It’s a long road to plastic-free. This was the creative start.
