Agency:
Rediffusion Y&R
Role:
Senior Copywriter
Brand:
PETA
About the campaign:
There was no brief. Maruti, the boy at Rediffusion's canteen in Mumbai served as my inspiration.
He never understood the word 'rotten'. He could have made a curry out of fossils.
A cut here. A cut there.
And the vegetables were unrecognisable, once Maruti took over.
The putrescent part was carved out, with a precision of a surgeon.
And...one day, a proactive idea was born. For PETA.
Meat lovers will stop at nothing.
Perhaps, they wouldn't even care if komodo dragons are served on their plates!
If cooked well, that is.
However, a vegetarian meal can be equally lip-smacking...and at times more often than not even tastier.
And...that too without causing any bloodshed.
After all, why should Ahimsa be confined to humans?
So, we carved out (without Maruti's help) different animals (the ones that meat lovers across the world, pounce on) from vegetables to communicate the fact that taste is just a state of mind.
A culinary expert can cook-up magic even with something as uninspiring as the bitter gourd.
And...meat might taste good. But, violence is always in bad taste. And it's certainly not the only way to cure hunger. Isn't it?
So go and...Find Your Meat In The Greens. (original headline).
