The Vegetarian Society

Information / Credits

Ironically, in the home of vegetarianism 69% of Indians are non-vegetarian. The Vegetarian Society of India sought to arrest this rapid decline in their believers by hosting the World Vegetarian Conference in India. Their task to renew the faith of the masses by drawing traffic towards the conference.<br> <br> The most powerful way they decided was to use the core tenets of their strong faith to appeal to them. Hindu faith has great belief in the mythological divine bull “Nandi” which is represented by the famous nodding bull. Unequivocally revered as the purveyor of truth and justice, it was the perfect mascot to deliver the vegetarianism message. The bull travelled to towns and residential areas catching people when they are walking on the road completely unawares and resulted in huge eyeballs due to the novelty value.<br> <br> The conference was a success with attendees in the hundreds. Nut more important was the number of people who received the vegetarianism message though unable to make it to the festival. More than 81% of those who received the literature swore to turn vegetarian from that day.