Mahindra Hariyali

Objective: A citizen movement campaign to re-affirm Mahindra’s long-term commitment toward the environment.

STRATEGIC APPROACH:

It was pertinent to identify the problem-solution in order to create a citizen movement around the cause.

As per the approach we launched the bilingual film first, to build the narrative.

We encouraged people to celebrate their moments of joy on social media by using the hashtag #CelebrateDifferently.

More interactions would lead to as many trees planted by Mahindra.

UGC following the launch

Influencer and Celebrity outreach

In the last phase, we geo-targeted a Whatsapp dissemination effort to further our campaign.

RESULT:

In a span of three months, and a very limited promotional budget, we achieved over 4.5 million interactions over the earlier estimate of 1 - 1.5 million. Consequentially, Mahindra pledged to plant 4.5 million trees from the traction received from the campaign.

WE RECEIVED A LOT OF POSITIVE PRESS...

AND, SOME AWARDS...

1. Gold and a Silver at Campaign India, 2019 for Mahindra Hariyali #CelebrateDifferently

2. Gold at IPRCCA for most innovative use of Social Media and Silver in the CSR category

Case study video

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Client -

Led by: Rekha Rao and Rachna Sharma

Digital & Strategy Lead: Abhirup Chatterjee

Creative Team: Ashish D'souza and Richa Arora

Account Management: Khooshboo Surti