25% of India is turning into a desert. Currently we have 75% less water than we had in 1947 and by the year 2030 we will have only 50% of the water we need. Our great rivers Ganga, Krishna, Narmada, Kaveri are all drying up, and people don’t even know about it.

The Isha Foundation, led by the highly popular spiritual guru Sadhguru, started an awareness campaign which aims to make people sit up and notice the dire condition of rivers in our country and motivates them to do their bit. We, a leading media and entertainment network, put in our might behind this cause to promote awareness and get the message across to the masses.

The aim was to create a boost for the campaign by getting the right information and message out to as many people possible and rally their support for the cause.

We shot a short dramatized public service announcement and clubbed it with Sadhguru and our Group CEO, Sudhanshu Vats providing the information needed to contribute to the cause. Firstly, we conveyed the emotional message by depicting an aged lady, who personifies rivers, in tears. Sadhuru and Sudhanshu Vats, set the context and explain the issue at hand. After that, the two influencers provide the hotline number for people to call on and contribute, concluded by a child coming up and wiping the tears of the elderly woman. The video was a perfect blend of emotion and information.

Implementation

We shot a short dramatized public service announcement and clubbed it with Sadhguru and our Group CEO, Sudhanshu Vats providing the information needed to contribute to the cause. Firstly, we conveyed the emotional message by depicting an aged lady, who personifies rivers, in tears. Sadhuru and Sudhanshu Vats, set the context and explain the issue at hand. After that, the two influencers provide the hotline number for people to call on and contribute, concluded by a child coming up and wiping the tears of the elderly woman. The video was a perfect blend of emotion and information.

It was pushed out on all our network’s social media platforms and supported further by all cause partners of the movement.

• Timeline

August 2017

• Placement

Social media platforms of our corporate and brand identities.

• Scale

National