UseTigerEmoji is a new campaign from Animal Planet India focusing on the popular usage of emojis to drive awareness of tiger extinction. The premise was that people use animal emojis quite frequently, the most popular animal emojis being a cat, horse, panda etc. However, the tiger emoji was hardly ever used. With only 3200 tigers left in the wild, and with the overall lack of awareness about it in our society, UseTigerEmoji aims to get people to text and tweet using the forgotten tiger emoji and increase awareness within the community. The campaign is a prelude to Animal Planet India’s upcoming documentary on “Where Tigers Rule”. The video was done in conjunction with advertising agency TwentyThree, who also created a website to further spread awareness of the campaign.