Abhinav Mohapatra, New Delhi
To promote Earth Day on 22nd April, Lotus Greens and IORA Ecological Solutions rolled out an outdoor campaign to educate commuters about the worldwide event that demonstrates support for environmental protection. Both the brands have rolled out separate OOH campaigns communicating the same cause in different moods on the DND Flyway.
To promote Earth Day campaign by strategically utilizing the long-term sites, Lotus Greens selected few head-on sites and displayed the Earth Day campaign both towards Delhi – Noida and Noida- Delhi route. Since the company’s brand identity is committed to developing sustainable communities to secure a brighter tomorrow for everyone; Earth Day resonated with its brand salience.
“We at Lotus Greens tend to reflect our vision of creating a brighter tomorrow through every activity, be it construction in a sustainable manner, suggesting buyers to opt eco-friendly options or any other action. Likewise this campaign is an initiative at the very grass root level to encourage people to celebrate Earth Day and feel good by planting seeds for a better and green future. Also continuing a very basic tradition, that when we take something from Mother Earth, we must give her something back,” says Brijesh Bhanote, Director Sales and Marketing, Lotus Greens.
IORA Ecological Solutions, an environmental finance, policy advisory and project development group enabling sustainable development in the country by promoting ecosystem conservation and low carbon technologies through customized financing and distribution models. The group is an implementation partner to the USAID Forest-PLUS program and wanted to highlight the importance of forests by communicating that forests are culture, biodiversity, water and food and create high visual impact they needed one gantry which has a visual for commuters from Delhi to Noida.
"Forests are Life campaign drives home the message that our survival is intricately linked to the resources that forests provide to us. Devising innovative tools for conservation and management of our forest resources and ensuring the livelihoods of communities who directly depend on them is a significant focus of the work we do with Forest-PLUS program, that launched this campaign," says Swapan Mehra, CEO, Iora Ecological Solutions. He further adds, "Our Corporate Forest Responsibility initiative and India Forest Portal are part of an integrated approach to engage different sectors of our society in Forest conservation. With the generous contribution of TIMES OOH we were able to highlight this message on the DND flyway in a prominent manner."
"The graphics in this campaign depict life in forests across ecosystems, biodiversity, livelihoods and culture through folk art. We chose this hand painted style to communicate the vital link between our culture and our forests and to celebrate the forest-dependent communities who play a significant role in the health of our forests,” says Chhaya Bhanti, Founder, Vertiver, the creative agency that conceptualized and designed the campaign for IORA.
Both the Lotus Greens and IORA campaigns were executed by Times OOH on static media on the Flyway for a period of 5 days from 19th to 24th April and 7 days 22nd to 29th April respectively. IORA campaign creatives depicted the true essence of the current ecosystem and it carried the ethos of human survival, while the Lotus Greens campaign creatives wanted to highlight the brand identity and promote Earth Day.
“We, at Times OOH, take pride to be associated with IORA Ecological Solutions and Lotus Greens for spreading awareness about environment conservation. As a responsible corporate citizen, Times OOH has also adopted eco friendly technologies to reduce energy consumption at our properties and actively striving to reduce waste material. It is this strong integration of values that comes out in these campaigns, like giving back to Mother Earth through planting trees and the diverse services that forests provide to sustain life. They truly drive home the point that the relationship that we have with nature is a delicate one. We must nurture it and always be willing to give back,” says Aman Nanda, EVP, Head Strategy, Business Development and Technology, Times OOH.