Mahindra launches eco-friendly digital campaign to encourage people to #RiseAgainstClimateChange

The Mahindra Group has launched a new digital campaign that encourages people to plant trees and #RiseAgainstClimateChange. The idea of the film is to celebrate trees as the hardest worker on the planet who is selflessly fighting climate change. Created by FCB Interface, the film has been created using recycled waste paper, and gave out a subliminal message on waste recycling, ensuring that every aspect of the communication reinforces the cause of conservation.

The campaign went live across all the digital channels of Mahindra Rise and is supported by various activities, including social media engagements, contests, felicitation of environment champions and enabling people to take action on ground through select NGOs. The objective is to bring to the forefront the issue of environment degradation and is seeking people’s collective power to address it through the act of planting trees.

The voiceover in the film talks about the negative impact that human beings exert on the environment, and emphasising how trees reverse the damage, helping clean the environment. The sets constructed out of recycled paper were shredded and converted into manure, after the completion of the film, upholding the overall message of the campaign, which is environment conservation.

Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group, said, “There is a significant impetus on the cause of environment across the world and this film is aimed at driving the message on environment conservation. We aim to inspire others to do good in order to drive a positive societal change.”

Sushil Singh, Vice-President, Group CSR, Mahindra and Mahindra, said, “Together we can make a real difference to the environment, and we hope that this film will not only promote better understanding of this cause, but also inspire action from others.”

The Mahindra team conducted a detailed social media listening exercise on social causes in India. Climate change emerged as the second biggest concern for millennials that accounted for over 22% of the conversations online. Mahindra’s Hariyali Program has since 2007 planted over 15 million trees across the country.

The Campaign:

Credits:

Client: Mahindra Group

Agency: FCB Interface

Conceptualisation and Script: Ferzad Variyava

Creative Team: Ferzad Variyava, Vipul Salve, Robby Mathew

National Creative Director: Robby Mathew

Client Servicing: Govindrajan V, Neha Arora, Shireen Cama

 Director: Alok Kulkarni

Production House: Adventure Films

Paper Craft Artist: Nandakishor Tatar

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