Our climate change film is made purely from recycled paper: Vivek Nayer, Mahindra
Nayer, CMO - Group Corporate Brand, Mahindra Group tells us that the latest film from Mahindra Group puts the focus on environmental issues & urges people to plant more trees
After its recent #LadkiHaathSeNikalJayegi campaign, the Mahindra Group has a new film, this time putting the spotlight on environmental issues. Through its latest Digital campaign, the company builds a case for tree plantation and encourages people to #RiseAgainstClimateChange. The central idea of the film lies in the celebration of the tree, that the company reminds us is the ‘hardest worker on the planet’. Borrowing from the adage that ‘Medium is the Message’, the entire film set has been uniquely created using recycled waste paper, making it environment friendly and highly differentiated while giving out a subliminal message on waste recycling.
Talking about the insight behind the campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group, explains that the company undertakes an exhaustive social media listening exercise to know what consumers care about. “Before every campaign that we roll out, we pay attention to two things – what are the causes that people care about? And if we want to put out a message about these issues, do we have the credibility and are we being honest about it?” Nayer explains that with the campaign for girls’ education, the company displayed credibility and intent through their various initiatives and their support for the Nanhi Kali initiative. Now with their latest campaign encouraging people to rise against climate change, the company does have moral ground to talk about the environment since it has been at the forefront when it comes to tree plantations.
The campaign goes live today across all the digital channels of Mahindra Rise and will be supported by various surround activities including social media engagements, contests and felicitation of Environment champions and enabling people to take action on the ground through select NGOs.
The film that has been created by FCB Interface celebrates the environment’s unsung hero, the tree. Nayer tells us the insight behind that, adding that the brand will use a targeted approach on Digital. “The reason this film is Digital only is because we want to spark conversations with people who care about the cause – so we will target millennials, people who work on environmental issues and the like. The idea is to drive these conversations on social media but at scale, like we did for the Ladki Haath Se Nikal Jayegi campaign,” he explains.
Sushil Singh, Vice President Group CSR, Mahindra & Mahindra said, “The Mahindra Group has extensive experience in addressing climate change through various initiatives including our Hariyali program that has planted over 15 million trees in the last 12 years. 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.”
Mahindra’s next film, a work in progress by FCB Interface, will focus on the hazard of plastic pollution. The film is expected to release around the middle of this year.
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