The brief
Messages from the State Urban Development Agency and the municipal affairs department had to work across scores of municipalities, in Bengali, for audiences with very mixed reading levels.
What we did
We gave each programme its own mascot and colour code, then ran it across everything: ward posters and hoardings, wrapped awareness carts and e-rickshaws, volunteer uniforms and placards, the campaign logo, and the press release that went with the launch day.
Outcome
A repeatable civic-campaign toolkit the department has reused across monsoon seasons and rolled out to municipalities beyond Kolkata.