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Mission: Clean Air For All
The campaign titled ‘Hawa Badlo’ — conceptualised by GAIL’s creative agency Handyyman — is in line with the brand’s commitment to improve air quality with collective societal effort under its Swachh Air Mission initiative
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BREATHE FREELY: Gail India’s latest campaign ‘Hawa Badlo’ urges each person to take some corrective steps towards improving the air quality in the country
Last Diwali, Delhi was in the news for its poor air quality due to high air pollution. This year, taking the issue of air pollution forward, GAIL (India) has launched a new campaign to throw light on how people can help improve the situation.
The campaign titled ‘Hawa Badlo’ — conceptualised by GAIL’s creative agency Handyyman — is in line with the brand’s commitment to improve air quality with collective societal effort under its Swachh Air Mission initiative. The ad film, accompanied by a poignant and catchy background score, shows a young aspiring boy who is barred from the dangerously polluted world outside, and his mother, who decides to take her son out of the confinement and give him a cleaner and better tomorrow.
Says Vandana Chanana, Executive Director (Corp. Comm. and CSR), GAIL (India), “As a part of our Swachh Air Mission, we at GAIL have been consistently advocating taking positive steps towards fighting air pollution. Through our anthem, we are looking to inspire people to join the movement and do their bit towards combating air pollution. These Hawa Badlo warriors would spearhead the change and encourage more people to make the movement a progressive and sustainable one.”
Launched digitally first, short videos and clips of different durations of the ad film have been planned for multiple platforms and consumer touchpoints such as digital and radio. Plus, there will be on-ground consumer engagement activities such as tie ups with resident welfare associations, school associations, and plantation drives.
Protiqe Mojoomdar, Creative Producer, Handyyman says, “The ‘Hawa Badlo’ anthem is an inspirational beckoning that is beautifully brought to life through lilting vocals by Harshdeep Kaur and Javed Ali. Their tuneful rendition of this poignant anthem is made relevant through visuals depicting the issues faced due to air pollution.”
Sharing her experience, singer Harshdeep Kaur says, “I believe the anthem will go a long way in inspiring people to take corrective steps towards improving the situation (air pollution).”
“The air quality is deteriorating at a rapid rate. It is up to each one of us to make a positive difference and take necessary actions in our daily lives to ensure that the situation is stabilised, if not rectified. It is indeed humbling that I had the privilege of lending my voice to this campaign and through this anthem urge peopleto take this issue seriously,” says Javed Ali on the campaign.