Once Again: All started with a tag

"Once Again, a Bangalore-based NGO, collects items you don't use anymore, sells it at a minimal price to the underprivileged and uses these funds to empower them through various sustainable projects. To maximize youth-participation in this cause with no budgets in hand, we created The Tagging Drive on Facebook.

The idea was to visit old pictures of friends and tag 'Once Again' to items worth donating -- shoes, toys, books, clothes, etc. This simple and engaging activity went viral. Thousands of pictures were tagged, donations poured in, the NGO funds increased by nearly 500% and the campaign became Bangalore's biggest tagging drive."

Client: Once Again

Advertising Agency: Ogilvy & Mather, Bangalore, India

President: Poran Malani / Senior Vice President: Vikram Menon / Executive Creative Director: Ajanta Barker
Creative Director: Anoop Sathyanand / Associate Creative Director / Art Director: Siju RS
Copywriters: Bhumika Udernani, Dipika Aranha / Planners: Venkataraghavan Srinivasan, Manasi Trivedi
Production: Foxfilms.in / Additional Credits: Yousef Anani, Rishad Melethil, Junaid Rahman, Rahul Antony, Prem Madhu