The Times of India, launched the “Saving Our Stripes” campaign to raise awareness about the importance of tiger conservation. The campaign commemorates the 50th anniversary of Project Tiger, a centrally-sponsored scheme that started in 1973 and aims to ensure the survival and maintenance of the tiger population in specially constituted tiger reserves throughout India.
The “Saving Our Stripes” campaign has featured a variety of content across TOI’s print and digital platforms, including quirky contests, thought-provoking editorials, and a special Tiger Anthem curated by celebrated artists including Nalla Muthu (a national award-winning wildlife cinematographer) and Shantanu Moitra (composer and musician for Bollywood films like 3 Idiots and Parineeta).
The Tiger Anthem showcases heartwarming images of pure love between a mother tiger and her cub, giving viewers a glimpse into their habits and the world they inhabit. The film traces their path to the serene tunes of Moitra, surreal lyrics by Tanveer Ghazi, and beautiful visuals capturing the power of emotion by Nalla.
