Creativeland Asia uses dogs, pigeons and trees to educate about the country’s polluting ways on National Pollution Control Day in India
On December 2, the India Nation Pollution Control Day, Godrej aer launched #ChangeTheAir campaign, via Creativeland Asia, Mumbai.
#ChangeTheAir is anchored by three digital films that add quirk to this struggle and make car owners conscious about a basic routine. And that is to renew the Pollution Under Control (PUC) certificate of their vehicles regularly. #ChangeTheAir will be promoted through a social media campaign, a microsite and an on-ground activation program.
The creative route stems from the insight that a city is a living organism that becomes a whole with the people, birds, animals, nature and others who inhabit it. The open spaces in the city are shared by humans as well as others. And everyone is equally affected by the exposure to air pollution. While people are solely responsible for air pollution, the other inhabitants face the brunt of it, which according to them is unfair.
The three films talk about air pollution from the perspective of pigeons, dogs and trees. In their own quirky tone, each of them conveys the difficulty they face and intimidate car owners to renew their PUC regularly. The films are produced by Supari Studios.
The campaign microsite integrates a basic function that will enable car owners to receive timely reminders for their PUC renewal. A car customer has to register their phone number, the year in which the car was bought and the last PUC renewal date. Once this information is fed in the car consumer will automatically receive reminders few days prior to the last date of PUC validity. The microsite also features a mobile number that people can give a missed call to. For every 10 missed calls received, Godrej aer will plant a tree and help fight air pollution.
Commenting on campaign, Sunil Kataria, COO, Sales Marketing and SAARC, Godrej Consumer Products Limited, said, “Godrej Consumer Products has always strived to make the lives of consumers brighter and better. Carrying this philosophy forward, Godrej Aer has taken the initiative of creating awareness around controlling pollution levels in the city. Our insight has been that vehicular pollution is a significant challenge in our metros. Just keeping the PUC under check can alleviate this challenge. Apart from traditional outreach we have created a series of videos which will be manifested through digital media. We are also launching a PUC app to auto remind vehicle owners to renew their PUCs on time.”
“The brief was exciting, clear and challenging,” said Anu Joseph, Executive Creative Director, Creativeland Asia. “To talk about something that’s often spoken about and mostly ignored, we needed to figure out a memorable and relevant device. The tonality of the brand gave us the leeway to approach it in the manner we did and have some fun. The effort was to create a digital and direct campaign that not just raised awareness about air pollution, but also becomes a sustainable activity driving a long-term change in attitude.”