THE EXAM COLLECTION
With India's leading health drink, Bournvita, we decided to capture the narrow-minded state of Indian society about marks and decided to stand with the students of India with this on-ground activation. The Exam Collection.
We created a symbol for children's lack of choice in India. A black t-shirt. We transformed a popular fashion store and launched The Exam Collection – just t-shirts, just black, just XL.
Innocent teenagers urged Indian parents to #LookBeyondMarks with a hard-hiting question, “If one size doesn’t fit all, then why is every Indian kid expected to fit in?"
The campaign went viral with 143 million impressions on social media platforms. It even went on to win a Silver Effie in 2019.