The Campaign

The problem of rising air pollution in Delhi was life threatening and trees help overcome this problem of pollution in the best way … thus the creative brief was to highlight the importance of trees in our life. Enumerating the advantages of the trees, the creatives were developed to highlight importance of trees in our lives - trees support life, help reduce temperature, help in releasing moisture in air and they are valuable The creative execution is a pictorial and textual translation of this thought of “Life really grows on trees” where the tree has people over it; “Its cool to plant a tree” where the tree has fans on it; and “ Create a River in the air” where the tree is emitting moisture in the form of clouds

Creative Execution

The Times of India broke the campaign editorially by highlighting the rising levels of pollution in Delhi city, with the aim to plant one lac tree saplings. Campaign was amplified through different mediums: 1) Print: 10 insertions of 400 scm advertisements and a Front page Jacket. 2) On Ground: Walkathon, Nukkad Naatak (Street Plays) and Flash Mobs at Raahgiri 3) Television: 90-minute episode along with 720-second promos on Times Now 4) Radio: 15000 Seconds spread across 1 month on Radio Mirchi 5) Digital: Banner advertising on TOI.COM, ET.COM, NBT.COM; Microsite hosted on TOI.COM; Social Media Posts and advertising. The campaign covered entire Delhi with 10 events, by involving community & people to plant more than 1 lac saplings of native species. The participation of 40000+ people on ground reaching remote locations spread across Delhi required meticulous planning and flawless execution to ensure no untoward incident happens was an achievement

TOI Green Drive resulted in planting over 1.2 lakh tree saplings in Delhi during the month of August 2015 through priceless contributions of more than 40,000 citizens. This was a unique on-ground initiative where a media company (Times of India), a government authority (Delhi Development Authority) and a corporate house (Hero MotoCorp) joined hands to make Delhi Green. • The drive enabled the plantation of one lac saplings in less than six hours, which as per DDA would have taken five years. • The campaign touched the emotional chords of people by including senior citizens and blind school girls. • Providing the students with the hands-on learning of planting saplings was an added feather to success of the drive. Tilpath Valley is now designated as a bio-diversity park where the focus was to revive the degraded eco-system which would help in reducing the effects of air pollution.

The TOI Green Drive effectively used multi-media channels including Print, TV, Radio, Website, Social Media & On-ground activities (street plays, flash mobs, freeze mobs, street walks, walkathon, etc.) to create awareness around rising air pollution levels in Delhi and mobilize 40000+ people to actively participate in the plantation drive. This Government bodies, corporate houses, NGOs, Spiritual organization, School children, Sr. Citizens, Specially Abled people joined this drive to plan 1 L trees to help make Delhi a greener and better place to live. Facebook Link- https://www.facebook.com/TOIGreenDrive/ Twitter Link- https://twitter.com/toigreendrive Times of India.com Link - http://timesofindia.indiatimes.com/topic/Toi-Green-Drive

Insights, Strategy and the Idea

The undercurrent thought behind the campaign was to increase the awareness level of the rising pollution and seek people participation. This was made possible by reaching out to Delhites through multi-media platforms and through on ground activation like street plays, flash mobs, freeze mobs, street walks, walkathon, etc the campaign reached the masses - from Children to Sr. Citizens, Government organizations to corporate houses, NGOs to Spiritual organization, College students , School children and also the Specially Abled with effective use of multi-media channels like Print, TV, Radio, Website, Social Media & On-ground activities The drive was supported by active editorial coverage in TOI supported by a lot of surround sound created through advertising in print, radio and on-ground activation. Facebook and twitter were extensively used to drive conversation and involvement of people. Student organizations, NGOs were also roped in to create on-ground buzz around the campaign.