Mouse that Saved the Tiger

Save paper. Save trees. Save tigers – A simple act of switching to e-bills can greatly reduce thenumber of trees which are chopped off for production of paper.

The Mouse that Saved the Tiger campaign was launched under Aircel’s Save our Tigers initiative in July 2013. A story of how a humble mouse saved the tiger was created for World Tiger Day and released as an illustrated comic strip on the bill envelope of all Aircelpostpaid customers. The campaign was further build through a Youtube video which was showcased in schools to educate children on the importance of saving paper to save the tiger. This Story and related interactive games were then pushed as smartphone app, social media contests and print ads.