The Campaign

To reach our audience most effectively, we realized we will have to humanize the cause and touch an emotional chord with them. The video concept of relating our rivers to our mothers would bring that connect and help speak to our audience simply and directly. Along with that we provided the necessary information through the respected and credible personages of Sadhguru and our Group CEO, Sudhanshu Vats.

Creative Execution

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

•Organic Reach - 4,650,816 • Engagement – 1,665,074 • Achievement against business targets The movement received tremendous support from industry leaders, celebrities and even regular people. Spiritual bodies have started restoration and revival work on the banks of river Cauvery, an important water source in Southern India. Celebrities from our film industry, the likes of Salman Khan, Rishi Kapoor and Anupam Kher pledged their support to the cause.

According to studies undertaken by Water Resources Group and other research bodies, 65% of our water needs are met by rivers, but in 15 years the rivers will be able to provide for only 50% of the water needs. The Ganga, one of our major rivers and water source, is listed as a highly endangered river, globally. Today, there are 2.307 billion active social media users around the world. With 142M Facebook users only in India; over 90% of these users are on mobile. 66% of the 180 million Internet users in urban India regularly access social media platforms. Our audience was right there. With 28.4% of the total population of India connected to the world wide web, social media provides the perfect platform. It was a clear decision of hitting the nail on the head in terms of emotionally connecting with our audience along with providing succinct information.