'Breathe the change' is an initiative that inspires urban India to breathe life into the ambitions of rural India; through the most natural of our actions: breathing. All people had to do was take a deep breath and share it via their mobile phones and computers with the intent of improving lives of people in villages. The brand set a target of 2 Lac breaths through hundreds of gateways across multiple touch points where people could breathe through their devices’ microphones (smartphones, PCs, etc) and even in stores, streets, offices & clinics to power virtual windmills that sent electricity to these villages. The thought was propagated through in-show integration & by celebrity role-models, show anchors & RJs in their respective shows.

Unimaginably, with the power of their breaths, a little five year old and her mom could power a bulb in rural India from their home in Mumbai.

Simple User Interface and a strong media insight drove the brand’s noble initiative. Instead of creating separate breath capturing machines we tapped into the most easily and most accessed device in the consumer’s day to day life – their mobile phone.

Each breath mattered. Each breath was monitored. We have so far captured 2.72 lac breaths. Over 92Mn impressions were generated across digital platforms. Specially created content around the project ran across all youth & regional channels for a period of 4 weeks. 4 leading Radio stations across top 8 markets campaigned the initiative for over 4 weeks.