THE ART OF SURVIVAL
Brand
GODAWAN
Entrant Agency
22FEET
Category
Design
Award
Shortlist
Festival & Year
Cannes Lions (2026)
Case Study Details
Godawan - The Art of Survival (Case Study) | Campaign
Godawan is a brand born with a promise to save its namesake, Godawan, or the Great Indian Bustard. The population of this critically endangered bird declined by ~90% over the last 50 years. For the past five years, we have cohabited and restored the bird’s last home in the Indian state of Rajasthan. This work has led to a rise in the bird’s population from 96 to 173. So we turned this milestone into a global campaign to generate greater awareness and aid towards this little-known project from India. This led to the launch of a limited-edition whisky - the Godawan 173: Collector’s Edition. A limited series of 173 bottles with illustrations of every single bird alive today. It was handcrafted in the centuries-old Jaipur Blue Pottery art style that comes from the same land as the bird. This folk art was fading as its local artisans shifted to more lucrative but ecologically harmful professions. Reviving this art will give a new lifeline to an entire community of artisans. This ensures that they continue to live in harmony with their land, and this rare bird. The exceptional craft was made possible under the mentorship of Prime Minister’s awardee and art conservationist Dr. Leela Bordia, and in collaboration with local Jaipur Blue Pottery artisans. The bottles used a traditional, delicate quartz base, featured intricate nature-inspired motifs, and the Godawan bird itself - in signature vibrant colours. The bottles featured the world’s first artisanal liqueur cask-finished Indian single malt, making the collection a true rarity. The carefully crafted collection was presented at the London Fashion Week and The Savoy Hotel in London. It even inspired a custom Godawan-themed gown by British fashion house Erdem, created for Indian cultural icon Sonam Kapoor’s red-carpet look. The handcrafted collection generated both interest and funds for the cause. It raised USD 50,000 in conservation aid from the sale of the very first bottle. It is projected to generate 8x the conservation aid donated by the brand last year. It reached over 200 million people globally, brining recognition to Godawan’s conservation. With a 180% lift in brand sales over the same period last year, the growing business is taking the bird’s name to new frontiers. This project demonstrates how meaningful, culturally rooted craft can transcend aesthetics to create impact. Godawan will continue to revive local Rajasthani folk art industries to preserve the future of this bird.
Credits:
- Client: Diageo
- Creative Agency: 22Feet Tribal WW
- Creative Agency: BBDO Worldwide
- Creative Agency: Omnicom
- Design Company: Butterfly Cannon
Presentation Board
“BACKGROUND.,
The Great Indian Bustard, known locally as the
‘Godawan, is one of India's most endangered birds.
‘Once found widely across Rajasthan's grasslands,
its population declined rapidly due to poaching and
industrialsation. By the time focused conservation
began, only 96 birds remained.
But the Godawan did't just lose habitat. It lost some
of its oldest human protectors
For generations, Rajasthan's artisans lived alongside
the Godawan. But over time, their craft lost patronage.
And with thern, a community tied to the bird's
survival began to fade.
a
eH CODRKEN APA
|
Pe Gti 7
“EXECUTION,,
We launched Godawan 173, a limited-edition
whisky named after a conservation milestone, as
the bird!s population grew from 96 to 173.
To mark that number, we created only 173 bottles.
Each bottle was handcrafted in partnership with
Jaipur Blue Pottery artisans, a centuries-old
Rajasthani craff, itself close to disappearing, Every
bottle was one-of-one.
Renowned Jaipur Blue Pottery conservationist
and PM award recipient, Dr. Leela Bordia
Mentored this project. Local master artisans were
‘commissioned to create the edition, bringing fresh
income, visibility, and cultural relevance back to
the craft,
The collection was unveiled at The Savoy, London
during London Fashion Week, placing Indian
conservation and craftsmanship on a global
cultural stage.
Wk
A RARE CRAFT BRINGS BACK
A RARE BIRD
USD DONATED AGAINST THE SALE OF THE
FIRST BOTTLE OF GODAWAN 173, FOR THE
CAUSE OF CONSERVATION
PROJECTED INCREASE IN,
‘CONSERVATION AID FROM
THE PREVIOUS YEAR
REACH (60% ORGANIC
nt POSTS AND SHARES)
ECLOBAL ALITY
O/, urtnnersaes
{)) Vise NERA
PERIOD LAST YEAR
HAHAH HARARE AERA ALAA AE EAHA RE AEE
‘Tie EconomcTives VOGUE DIELINE PACKAGING®: {5
COLLECTOR'S wr ee
ifwe wanted to help bring back the Godawan, we
couldn't just protect the bird. We had to restore
value to the people and practices once connected
to its survival. So we created a collector's edition that
could both honour a conservation milestone, while
giving endangered local craftsmanship renewed
Meaning, visibility, and worth
“OUTCOME...
Years of conservation brought the Godawan
back from 96 to 173 in the wild. Yet as it
endured, it was fading from public
consciousness. And what is unseen is
rarely saved. Its future needed more
than protection.
Godawan 173 answered that call
It revived a rare craft to create a
collection of equal rarity, restoring
value to the communities once
pound to the bird. And in doing
0, it made conservation part
of the product itseff So that
each bottle stands as a simple
truth : what we choose to value,
we help preserve.
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