MUMBAI- Sustainability just got a creative twist, thanks to the Pinky Promise campaign, an innovative concept by Rahul Rudra and Abhishek Kaddi of Ogilvy, which has been crowned the winner of the International Advertising Association (IAA) and Indian Merchants Chamber’s (IMC) sustainability campaign contest.

The campaign takes a light-hearted yet impactful approach to inspiring individuals to embrace eco-friendly habits in their daily lives. By celebrating the small yet significant steps toward sustainability, Pinky Promise turns conscious living into second nature, no extra effort required.

"When individuals remember each small gesture that can make the planet a greener place, they automatically carry that feeling into other aspects of their life. And that's how a movement begins," said IAA president Abhishek Karnani.

For the winning duo, sustainability and creativity share a common thread, both thrive when they blend seamlessly into everyday life. "The best ideas often come when you're not trying too hard, like on the toilet in this case," joked Rahul Rudra and Abhishek Kaddi. "And the best sustainable practices are those that fit naturally into your routine. That’s exactly what Pinky Promise is all about.”

With its quirky charm and meaningful message, Pinky Promise is set to spark a movement one small, sustainable step at a time.