Conceptualized by Lowe Lintas, the campaign is a movement to emphasize the importance of clean air.
BestMediaInfo Bureau | Delhi | August 10, 2011
Powering a greener tomorrow, India’s leading wind power company, Suzlon, has launched a new brand campaign called p.a.l.s. – the Pure Air Lovers’ Society. P.a.l.s. is a movement to emphasize the importance of clean air, while helping to educate people on how to live a more environmentally responsible life.
Identifying the need for a campaign of this nature, p.a.l.s. has already found support from prominent members of society like Malishka, MilindSoman, Gerson da Cunha and Anil Dharker, who are the first p.a.l.s. champions. These champions will be tasked with the responsibility of outlining recommendations and sustaining momentum to ensure the success of the movement.
Speaking on the campaign, Dharini Mishra, Global Head of Brand, Suzlon Group said, “At Suzlon, we want to go beyond our corporate duties and dispel apathy to create social consciousness on environmental change. Working towards this, we initiated p.a.l.s. – a group of environmentally responsible individuals, who not only voice their opinions against the constant threat to our environment, but follow through in their actions. We believe that p.a.l.s. will create a change in attitudes, and eventually actions, to make our air cleaner and environment healthier”.
P.a.l.s. aims to remind us that clean air, green open spaces and proper channels of garbage disposal all lead to an improved quality of living. With an extensive national print and TV campaign, the movement hopes to gain traction through online registrations at www.pals.in.
R Balki, Chairman, Lowe Lintas, the agency that has conceptualized the p.a.l.s. campaign said, “We are proud to partner with Suzlon to create a campaign that is critical and relevant to the times we live in. We believe that the p.a.l.s. movement will resonate with the people of India, educating and empowering them to make choices that have a direct impact on our planet”.
The p.a.l.s. campaign will increase in intensity over the coming months with innovative activations and initiatives that aim to drive traffic towards registrations, thereby escalating the magnitude and success of the movement.