Mumbai: On World Environment Day, the Mahindra Group reinforced its long term commitment toward the environment withthe launch of its first citizens’ movement, #CelebrateDifferently.
This is the group’s rallying cry to every citizen across India to embodythe change they want to see in the world. In this movement, millennials are the primary catalysts to drive environmental 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.
A bilingual digital film is also being launched todayto mark the startof this uniquecampaign. It urges people to celebrate the key milestones and achievements intheir lives differently by planting a tree.
Under the Mahindra Hariyali initiative, over 16 million trees have been planted in the past 12 years, with a commitment toplant 1 million trees every year.
“The #CelebrateDifferently campaign embodies Mahindra’s Rise philosophyby thinking differently to drive positive change; in this case by encouraging more Indians to plant trees in order to address the growing challenge of climate change.” said Ruzbeh Irani, President Group Communications and Ethics & Chief Brand Officer, Mahindra Group Actor and 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 marking Kunal's and my joy atseeing Inaaya take her first steps in pre-school. Celebrating these small joys and milestone moments makes life more beautiful. "
MSL India conceptualized the campaign with the ethos of encouragingpeople to #CelebrateDifferently by planting a tree. The objective isto start a citizens’ movement by narrating the stories of millennials celebrating keymoments in their life journey, and striking an emotional chord, with the objective of increasing the green cover on our Planet Earth.
The film showcases simple, and relatable instances of joy, that we 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!
Each of these instances are brought to life by the protagonist of our film – a Tree. It says, “I am not just a Tree, I am the celebration of her birthday”. It could be any occasion-the start of your fitness regime, a great quarter of performance at work, even asking your partner’s hand in marriage – there are several reasons to celebrate.
At the end, the film urges us to celebrate these joyous moments differently by planting a tree. Alternately, individuals not able to do so immediately can simply like, share or comment on #CelebrateDifferently and Mahindra will plant a treeon their behalf.
You can watch the campaign here:
Youtube:https://youtu.be/fI399UTPB3s
Facebook:https://www.facebook.com/MahindraRise/videos/440798453388124/
Linkedin:https://www.linkedin.com/feed/update/urn:li:activity:6541615184824365057
Twitter: https://twitter.com/MahindraRise/status/1135849427308953601
