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BW Businessworld

A Step Towards Making India Clean

The city-wide awareness campaign, created by Dharma 2.0, has two TVCs; each highlighting the importance of keeping your city clean through the simple task of disposing garbage in the bin

The Swachch Bharat movement has been around for a couple of years but many still don’t understand the value of cleanliness and its role in keeping the city clean. To change that, the Adar Poonawalla Clean City Initiative recently launched a campaign to create more awareness.

The city-wide awareness campaign that works towards making cities in India cleaner, stresses on scientific and effective management of waste and urges its citizens to take necessary action.

The campaign, created by Dharma 2.0, has two TVCs; each highlighting the importance of keeping your city clean through the simple task of disposing garbage in the bin.

Explaining the inspiration behind the campaign, Punit Malhotra, head of Dharma 2.0 says, “Our campaign is based on a very interesting concept with an equally strong message of raising consciousness among the people to keep their city clean through simple acts such as disposing garbage in the bin. Unfortunately, a large part of the audience know these simple measures, but fail to take necessary actions, which has resulted in an extremely unhealthy environment. Through this campaign, we are trying to spread the message that every person can make a difference by doing their bit for their city.”

To engage the millennials, the campaign has roped in actors Alia Bhatt and Varun Dhawan to convey the message. The first film is inspired by the famous balcony scene frpm Shakespeare’s Romeo and Juliet, while the second one has a space theme.

“It is an alarming concern for all who reside on this planet. But we are definitely looking to reach out to the millennials of our country since the future is in their hands. The TVC is intended to be engaging and fun, but strong too. Hence, we decided to onboard youth icons Alia Bhatt and Varun Dhawan, who have become role models to the millennials of today. With their strong presence affiliated to our campaign, we are sure to grab maximum eyeballs and create a strong impact,” says Malhotra.

The campaign will be seen across all digital and television platforms. “The response has been positive so far as people are taking note of the issue and are trying to adapt to the change,” adds Malhotra.




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