MUMBAI: Sudler and Hennessey, the health care agency launched a new ad campaign titled 'Dry Holi' in an attempt to sensitize Indians to the festival. While Holi may be a festival of colours, it does put a strain on the water resources.

The ad showcases a dry India. The India map is brown indicating that India is a dry and arid region due to the abusive usage of water during Holi.

Sudler & Hennesey executive director Asha Kapoor said, "We decided on showcasing dry India with not much of body copy, as we felt that a powerful visual would be the best way to convey the message. At S&H we constantly do public service ads to generate awareness regarding pressing issues. S&H India also created the 'chappal' and 'mirror' campaign to generate awareness regarding foot care for diabetics. This campaign did not just generate a good response, but also bagged the prestigious Rx awards in New York."

The campaign was part of the Dainik Bhaskar's Dry Holi contest and S&H won the Merit award. Last year, S&H India had won 15 creative awards including two Gold, one Silver and twelve merits of excellence at the Rx Club awards in New York.