Dharma 2.0 creates a Captivating Campaign to send a message

Adar Poonawalla Clean City Initiative today launched its campaign to raise consciousness towards keeping cities clean. The creative outfit, Dharma 2.0 has created two TVC's for the campaign, each highlighting the importance of keeping your city clean through the simple task of disposing garbage in the bin. To make the TVCs engaging and fun the team onboarded two youth icons – Alia Bhatt and Varun Dhawan, and adopted contemporary themes and styles of storytelling to get the message across to millennials in the country.

The 2 TVCs, conceptualized and created by Dharma 2.0, urges people to take smaller steps to do their bit for their city. The two adverts, titled 'Romeo & Juliet' and 'Astronaut' reinforce the Clean City Initiative’s core message of keeping a city clean by taking essential steps like throwing waste in the bin.

In the first ad, Juliet waits in her balcony to be proposed by Romeo. However, during their conversation Juliet happens to throw a juice box outside. This disturbs Romeo who retracts the proposal and leaves Juliet. He picks the box and throws it in the garbage bin showing how necessary it is to properly dispose waste and keep the surroundings clean.

The second advertisement, features two astronauts, a woman and a man, who descend from a spaceship on the moon. The two crack a few jokes during which, the man unwraps a chocolate bar and mindlessly throws the wrapper which floats owing to lack of gravity. Here, the woman gets irked and tells him to not throw garbage on the moon, before leaving him behind and shutting him out of the spaceship. The TVC ends with her asking the audience to keep their city clean.

The quirky themes employed for the adverts are humorous and urge people to take necessary actions, in a light-hearted manner.

Commenting on the launch, Punit Malhotra, Head Dharma 2.0 said: “It is a great feeling to associate with the Adar Poonawalla Clean City Initiative for their campaign towards keeping cities clean. The importance of a greener and cleaner environment needs to be reinforced and the two TVCs intend to do just that. The campaign draws strong humorous elements and features the two youth icons, Alia and Varun to establish a strong connect with the millennials. All facets of the TVCs drive the point home especially among the current generation.”

Adar Poonawalla, owner and CEO of Serum Institute of India, shared: “The Clean City initiative works tirelessly to encourage people to take smaller steps that go a long way in keeping a city clean. The Initiative brings together the people in the city because it is only through their active participation that positive change can be brought about. The Initiative also tackles the task of cleaning 800kms of Pune streets on a daily basis. It is imperative to get the word out and urge other cities across the country to join in the movement. The campaign created by Dharma 2.0 is engaging and entertaining. The fresh concepts alone, for the TVCs, will make anyone sit up and take notice. The campaign has the right amount of punch to deliver the message effectively.”

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