'Saving Our Stripes' is an incredible campaign that makes a real difference: Samir Jain

TOI’s ‘Saving Our Stripes’ campaign, launched in 2023, which celebrates the success of Project Tiger has received praise from Prime Minister Narendra Modi.

The campaign raises awareness and mobilizes action to safeguard endangered tiger populations. It has since garnered widespread support from the public, government, and private sectors.

The Tiger Anthem films have been viewed over 38 million times across platforms and has been praised by wildlife experts and conservationists alike.

Samir Jain, Vice Chairman and Managing Director of BCCL, has lauded the team behind the execution of the campaign and called it an “incredible initiative”.  

The "Saving Our Stripes" campaign is a critical step in the fight to save India's tigers. With the support of the PMO and the public, the campaign can make a real difference in the lives of these iconic creatures.

Let me get right to it — our "Saving Our Stripes" campaign is incredible, an initiative that makes a real difference. For The Times of India, this is a better positioning, of showing what we care for.

For a very mature brand like ours, this is better than ads that are a call for action, which is the typical advertising for buying the product (or advertising in the product). Recall the Nike ad on women athletes that talks nothing about Nike's products, but rather shows what Nike stands for. (As some of you would know, I'd used this ad as a foreground to the speech at ET Awards.)

One has always believed in the power of a few to change the world. It's clear that with this campaign, you've demonstrated the same belief. You've shown that the power of the press, combined with unwavering dedication and innovative approach, can truly create a meaningful impact.

"Saving Our Stripes" is not just a campaign; it's a manifestation of how we, as a society, need to think differently about our environment. Your endeavor doesn't just point out the problem; it provides a solution, and that's the hallmark of real innovation.

With bold and striking imagery, thoughtful narratives, and immersive videos, you have awakened the consciousness of many, already reaching 30 million folks. You've taken a nuanced issue —conservation of the apex predators— and made it accessible and compelling.

This is no small feat. It takes a fusion of 'art and technology' + 'love and intellect' to do so. You've achieved this balance with grace and power. Your alliances with wildlife experts and organizations have added a layer of authenticity and depth to our campaign, making it that much more effective. It's a reminder of how when we pool our resources and expertise, we can make a tremendous impact.

This work embodies the kind of vision and execution that moves the world forward.

It's notable that the PM has tweeted this.

This is a good effort by the @timesofindia group towards highlighting the importance of tiger conservation. Thanks to the people, our nation has made commendable strides in this area. pic.twitter.com/VVjqWhrMQO

— Narendra Modi (@narendramodi) June 1, 2023