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IORA Ecological Solutions, Lotus Greens highlight Earth Day

By VJ Media Bureau - April 30, 2015

Times OOH executed the impactful Earth Day campaigns on DND Flyway media


In the normal run, OOH sites are usually used for promoting a brand, product or service. However on the occasion of Earth Day, two different brands took the onus of promoting this important day and educating the audience of the significance of conserving the Earth. And to capture the masses, the OOH medium happened to be the best medium.

Two different categories of brand which were captured promoting this noble cause were Lotus Greens & IORA Ecological Solutions. The communicate approaches of both brands were unique in their own ways but the communication objective was the same i.e. to promote Earth Day through outdoor displays and educate commuters about this day. The campaigns were deployed on DND Flyway where Times OOH holds media rights.

IORA Ecological Solutions ran a one-week campaign highlighting the importance of forests as culture, forests as biodiversity, forests as water, and forests as food.  The campaign was meant to educate and create mass awareness about the importance of forests.  

On the other side, Lotus Greens kept their campaign only for five days and briefed their agency to promote Earth Day y strategically utilising long-term sites i.e. select few head-on sites and displays the Earth Day campaign both towards Delhi - Noida and Noida- Delhi routes. Lotus Greens brand identity is committed to developing sustainable communities to secure a brighter tomorrow for everyone. Hence Earth Day resonates with their brand salience. 

Talking about the representation approach, the IORA campaign creative depicted the true essence of the ecosystem and it carried the ethos of sustenance, whereas the Lotus Greens campaign creative highlighted the brand identity and promotes Earth Day with a simple yet powerful display message.

While talking to the creative agency of IORA, Chhaya Bhanti, Founder, Vertiver, the creative agency that conceptualised and designed the campaign, explained, "The graphics in this campaign depict life in forests across ecosystems, biodiversity, livelihoods and culture through folk art. We chose the hand-painted style to communicate the vital link between our culture and our forests and to celebrate the forest-dependent communities who play a significant role in the health of our forests."

"Forests are Life campaign drives home the message that our survival is intricately linked to the resources that forests provide to us. Devising innovative tools for conservation and management of our forest resources, and ensuring the livelihoods of communities who directly depend on them is a significant focus of the work we do with Forest-PLUS program, that launched this campaign," said Swapan Mehra, CEO,  Iora Ecological Solutions, an implementation partner to the USAID Forest-PLUS program.

Brijesh Bhanote, Director Sales & Marketing, Lotus Greens, said, "We at Lotus Greens tend to reflect our vision of creating a brighter tomorrow through every activity, be it construction in a sustainable manner, suggesting buyers to opt for eco-friendly options or any other action.

Likewise, this campaign is an initiative at the very grassroot level to encourage people to celebrate Earth Day and feel good by planting seeds for a better and green future. Also, continuing a very basic tradition, that when we take something from Mother Earth, we must give her something back.”

Aman Nanda, EVP, Head Strategy, Business Development & Technology, Times OOH, observed: "We at Times OOH take pride to be associated with IORA Ecological Solutions and Lotus Greens for spreading awareness about environment conservation. As a responsible corporate citizen, Times OOH has also adopted eco- friendly technologies to reduce energy consumption at our properties and actively striving to reduce waste material. It is this strong integration of values that comes out in these campaigns, like giving back to Mother Earth through planting trees and the diverse services that forests provide to sustain life. They truly drive home the point that the relationship that we have with nature is a delicate one. We must nurture it and always be willing to give back.”

"Our Corporate Forest Responsibility initiative and India Forest Portal are part of an integrated approach to engage different sectors of our society in forest conservation. With the generous contribution of Times OOH we were able to highlight this message on the DND flyway in a prominent manner," said Mehra.  

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