Bulk of our revenue is pumped into digital campaigns: Ruzbeh Irani, Mahindra Group

Mahindra Group launched a digital-first campaign #CelebrateDifferently on the occasion of World Environment Day

e4m by exchange4media Staff
Updated: Jun 6, 2019 8:41 AM

On the occasion of World Environment Day, Mahindra Group launched a digital-first campaign #CelebrateDifferently.

#CelebrateDifferently.is not the first environment-related initiative taken by Mahindra Group. They had also launched a digital campaign earlier, The Hardest Worker. The film talked about how trees are hardest workers in the fight against climate change. When asked about how this campaign faired, Irani said that it was a huge success and was very well received. “The campaign got 27 million views on YouTube and was a huge success.”

Talking about the target group of the #CelebrateDifferently campaign, Irani said millennials are the primary catalysts to drive environmental change and the company is targeting them to act as an agent of change.

“This is a digital-first campaign designed to evoke a sense of consciousness towards the growing climate change crisis. Under the group’s theme of #RiseAgainstClimateChange, citizens will be engaged across all social media platforms,” said Irani.

A bilingual digital film is also being launched to mark the start of the #CelebrateDifferently campaign. It urges people to celebrate the key milestones and achievements in their lives differently by planting a tree. Under the Mahindra Hariyali initiative, over 16 million trees have been planted in the past 12 years and there is a commitment to plant 1 million trees every year.

“The #CelebrateDifferently campaign embodies Mahindra’s philosophy by thinking differently to drive a positive change; in this case by encouraging more Indians to plant trees in order to address the growing challenge of climate change,” said Irani.

Sharing details about their digital-first marketing strategy, Ruzbeh Irani, President, Group Communications and Ethics & Chief Brand Officer, Mahindra Group, said that a huge bulk of their revenue is being pumped into digital campaigns.

Actor & author Soha Ali Khan was present at the inaugural event and is the first citizen to join this movement. She said, “I truly believe that the time to #RiseAgainstClimateChange is now. This World Environment Day, I have planted a sapling to mark Kunal (husband Kunal Khemu) and my joy at seeing daughter Inaaya take her first steps in pre-school.”

The campaign has been conceptualised by MSL India. The objective is to start a citizens’ movement by narrating the stories of millennials celebrating key moments in their life journey by planting trees.

The film showcases simple and relatable instances of joy that people normally experience in everyday life from a birthday celebration, to getting an increment letter to running the first-ever marathon, or simply the enthusiasm to see the Indian cricket team shine at the World Cup!

The film urges viewers to celebrate these joyous moments differently by planting a tree.


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