Varun Dhawan-Alia Bhatt turn modern-day Romeo-Juliet

The two stars feature in an ad film for Adar Poonawalla Clean City Initiative, executed by Dharma 2.0

e4m by exchange4media Staff
Updated: Nov 2, 2017 8:39 AM

Adar Poonawalla Clean City Initiative is a city-wide awareness campaign that works towards making cities in India cleaner and greener. This environmentally sustainable initiative stresses on scientific and effective management of waste and urges citizens to take necessary steps to keep their city garbage-free.

Through its campaign, the initiative intends to raise awareness among citizens about simple acts like disposing garbage in the bin. While a large part of the audience know these simple measures, they fail to take necessary actions to implement the same. With this campaign, they aim to encourage people by informing them that even a single individual can make a difference by doing their bit for their city.
In keeping with the initiative’s core belief, Dharma 2.0 has created two TVCs with both films highlighting the importance of keeping your city clean through the simple task of disposing garbage in the bin. To make the TVC engaging and fun they signed two youth icons (Alia Bhatt, Varun Dhawan) and adopted contemporary themes and styles of storytelling to get the message across effectively.
In the two TVCs, Adar Poonawalla Clean City Initiative highlights the importance of taking the necessary actions to keep our city clean:
• The first TVC employs the Romeo-Juliet theme wherein Juliet waiting on her balcony is being proposed to by Romeo. However, during their conversation Juliet happens to throw a juice box outside her balcony. This disturbs Romeo who retracts the proposal and leaves Juliet. He picks the box and throws it in the garbage bin showing how necessary it is to properly dispose waste and keep the surroundings clean.
• The second TVC features two astronauts, a woman and a man, who descend from a spaceship on the moon. The two crack a few jokes during which, the man unwraps a chocolate bar and mindlessly throws the wrapper, which floats owing to lack of gravity. Here, the woman gets irked and tells him to not throw garbage on the moon, before leaving him behind and shutting him out of the spaceship. The TVC ends with her asking the audience to keep their city clean.
Director Punit Malhotra of Dharma 2.0 said, “It is a great feeling to associate with the Adar Poonawalla Clean City Initiative for their campaign towards keeping cities clean. The importance of a greener and cleaner environment needs to be reinforced and the two TVCs intend to do just that. The campaign draws strong humorous elements and features the two youth icons, Alia and Varun to establish a strong connect with the millennials. All facets of the TVCs drive the point home especially among the current generation.”

Adar Poonawalla said, “The Clean City initiative works tirelessly to encourage people to take smaller steps that go a long way in keeping a city clean. The Initiative brings together the people in the city because it is only through their active participation that positive change can be brought about. The Initiative also tackles the task of cleaning 800kms of Pune streets on a daily basis. It is imperative to get the word out and urge other cities across the country to join in the movement. The campaign created by Dharma 2.0 is engaging and entertaining. The fresh concepts alone, for the TVCs, will make anyone sit up and take notice. The campaign has the right amount of punch to deliver the message effectively.”

Simultaneously, the campaign with its 360-degree marketing approach will also be promoted across print and radio. This will be a digital first after which it will go on TV.
Client: Adar Poonawalla Clean City Initiative
Creative Team: Punit Malhotra, Arshad Syed
Film Director: Punit Malhotra
DOP: Laxman
Production House: Dharma 2.0

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