Godrej Aer pulls up car owners with the help of pigeons, trees and dogs

On National Pollution Control Day, Creativeland Asia made three quirky digital films as part of the #ChangeTheAir campaign to make car owners aware of the importance of regular servicing, PUC check and car pooling

Akansha Srivastava | Mumbai | December 5, 2014

Click on the image to watch the TVC.

To mark the occasion of National Pollution Control Day on December 2, Godrej Aer, along with its creative agency Creativeland Asia, launched a nationwide campaign to make car owners conscious about basic pollution checks and services required to keep the environment clean.

The campaign '#ChangeTheAir' comprises three quirky digital films aimed at making car owners aware of the importance of regular servicing, PUC check and carpooling.

The creative idea 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 exposure to air pollution. One should think of sustainable development and not harm anybody's habitat.

The campaign is extensively being promoted on the digital front - on Facebook and Twitter.  One can judge the popularity and success of the campaign by the response it has garnered – within just two days of launch each of the videos has been viewed by at least one lakh people.

A website solely catering to the campaign has been created, which integrates a basic function that will enable car owners to receive timely reminders for their PUC renewal. A car owner has to register his phone number, the year in which the car was bought and the last PUC renewal date. Once this information is fed in, he 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. Godrej Aer will plant a tree and help fight air pollution for every 10 missed calls received.

Commenting on initiative, Sunil Kataria, COO, Sales Marketing, SAARC, Godrej Consumer Products, 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."

Under this initiative, Godrej has tied up with six PUC vans in six key metros each, namely, Mumbai, Delhi, Bengaluru, Chennai, Hyderabad and Kolkata, wherein kiosks will be set up creating awareness on regular PUC checks. The campaign will also include a PUC alert app, which will remind people to get their PUC checks done regularly.

Anu Joseph, Executive Creative Director, Creativeland Asia, said, "The brief was exciting, clear and challenging. 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 raises awareness about air pollution, but also becomes a sustainable activity driving a long-term change in attitude."

The first video shows a pigeon named Tara talking into the camera and sharing her set of problems caused due to air pollution. She says it is very clear that earlier it was her town and she let humans live in her city. But, humans thanklessly deteriorated the quality of air by using vehicles extensively. She says that a boy named Rahul, who lives on the third floor of the building she is on, has not got his car serviced and his PUC expired five months ago. To take her revenge she pooped on his car. Later in the video, she asks users to renew car PUCs on time because the bird fleet deserves cleaner air. “Why should pigeons bear the brunt of what humans do?” she asks, adding that this is not her request but a threat. If people won't get their PUCs renewed, she will use her poop power.

The second video has a street dog named Pinto sharing his sob story. He asks if people have ever thought why he runs after cars, even though he loves cars. It is because he has a problem with the smoke produced from cars. After all, he says, the streets are his home. He supports cleaner air and asks humans to do so too, by getting servicing and PUC renewals done on time. Otherwise, he threatens, he will forget that dogs are humans' best friends.

The third video tells the story of a tree named Sunny and his brother. Sunny laments that they work throughout the day converting carbon dioxide to oxygen, while humans recklessly keep polluting the air and expect them to clean it. On occasions, Sunny says that he has sought revenge by dropping tree branches on the road and blocking cars which did not have their PUCs checked. Being the only air fresheners for humans outside their homes, Sunny and his brother seek respect from humans. They also suggest that humans carpool to reduce pollution. They threaten that if humans don't do their bit, they'll continue to damage their cars.

All three videos end with the line- 'Just like Aer can change the air inside your car, you can change the air outside'.

Pigeon: 

https://img-cdn.thepublive.com/filters:format(webp)/

Dog:

Tree:

Click on the image to enlarge.

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