The Government of Odisha wanted a communication partner for their ambitious initiative—MuHero Mu Odisha. Mu Kari Paribi (meaning I am a hero. I am Odisha. I can.) It was a massive campaign to empower the youth through true, inspiring success stories from the state across various sectors. Starting with a big launch ad, we helped develop powerful, moving communication which extended to both above the line and below the line media, including on-ground events too.