Commences promotions for the campaign with the showcase of a retro-futuristic
Time Machine and announce a Pan India Photography contest
25th November, 2018 | New Delhi: After the resounding success of GAIL’s Hawa Badlo’ campaign, which has been able to garner more than 4 million views already on youtube. “#BringBackTheBlueSkies” campaign under the auspices of GAIL’s overarching movement ‘hawa badlo’. The promotional activities began today with mall activation at the DLF Saket mall where the Time Machine is showcased to the public. This Time Machine is a representation the idea of ‘Turn Back time to better environments and bluer skies that we were once used to’, through perceptible action, change in our lifestyle choices and behaviour towards the environment.’
Last month, Digital stars Amol Parashar and Sarah Hashmi came together in Mumbai to launch the new music video for the newer, cooler and futuristic avatar of the ‘Hawa Badlo Anthem’ conceptualised & produced by Mumbai based content firm:Handyyman. The new music video called Hawa Badlo V Mix is a powerful and peppy song by Bollywood singers Harshdeep Kaur and Javed Ali. The song is a poignant anthem that highlights the urgent need to sensitize the youth towards the impact of air pollution and to bring the necessary changes to be able to bring back the blue skies.
As part of the promotional activity, GAIL is pleased to bring this movement on-ground and invited the public into an interactive, participative experiential zone at the DLF Place mall in Saket. GAIL unveiled an Art Installation of the retro-futuristic ‘Time Machine’ created by GAIL’s content partner: Handyyman under the aegis of Production designer Somanwita Bhattacharya and artistes Kaur Chi Muk & Shilpi Agarwal (College of Arts, Delhi University). The unique art piece is inspired by the Time Machine seen in the Hawa Badlo Anthem V MixMusic Video (which has clocked more than 5 Million Views across Youtube & Facebook in 2 weeks) starring Amol Parasher & Sarah Hashmi. The event also unveiled and an LED interactive sky, that has been placed near the installation tohighlight a grim grey sky and visitors are being invited to take a pledge and contribute to#BringBackTheBlueSkies, through this effort.
Hordes of visitors gathered at the mall, clicking pictures in front of the LED wall and the retro-futuristic Art Installation of the Time Machine. People thronged to take the Pledge to make individual contributions towards fighting air pollution. Along the lines of the promotions, a photography contest is also being organized at a pan India level. This contest is open to all age groups, and will be open for 2 weeks, where participants can submit their entries on the website. An eminent jury of photographers and experts who will be selecting three winners from each category will adjudge this contest. The winners get a chance to win prizes in different categories, where the winner in categories of mobile entries and DSLR users, will get to win grand prizes. The top 15 photographs will be displayed at the GAIL Bikaji Cama Place Metro Station. Entries will become User Generated Content for GAIL to propagate the campaign – #BringBacktheBlueSkies. The content will be utilized at different platforms for promotion.
Ms. Nalini Malhotra, General Manager (Corporate Communication) GAIL (India) Limited said, “The campaign that we have built, is a movement that we intend to propagate amongst all age groups. The promotional activities kick start the various engagements that we are targeting through “#BringBackTheBlueSkies” campaign.“BringBackTheBlueSkies”, as a campaign has been launched by GAIL to denote positive connotation to the fight against pollution and aims to resonate a feel-good factor and a positive reinforcement for people to take steps to enjoy a beautiful clear sky.”
According to GAIL India and Handyyman, the idea of the Time Machine and the Pledge germinated together from the Music Video concept where the hero goes back in time to save his wife, dying from a fatal respiratory disease (981 people died in the last 5 years because of Pollution related diseases). The idea was to sensitise people to this very real threat, and warn them that they will not have a Time Machine at their disposal to change past mistakes, so start living environment-friendly and make lifestyle changes right now.
Kaur Chi Muk, international artist, who has designed the Time Machine Art installation, said of the art piece, “It was inspiring to work with Handyyman and GAIL India for this unique and relevant effort. This is a mixed media installation, combining the physical experiential object and a subtle performative appearance. The display can be thought of as a code of protest against our collective moral ignorance. This Time Machine is our war cry against everyone who is still procrastinating, in denial and looking the other way, when it comes to recognising this legitimate threat to our lives.”
Somanwita Bhattacharya, Production Designer at Handyyman, who conceptualised the Time Machine for the Music Video and worked with Chi Muk to curate this installation, said, “The germ of this design was kinetic energy and the concept of ‘time in motion’ – the Fiat Car a representative of the early automotive engineering and craft, was chosen to be juxtaposed with new fangled inventions in electronics and data. The machine has imploded, you can see its parts almost ‘vomited out’ to imply disgust and the gut-wrenching truth about Pollution today.”
The ‘Hawa Badlo’ Campaign is supported by GAIL and has been instrumental in involving citizens to bring about small but meaningful changes in their lives to fight the menace of pollution. The cases of chronic obstructive lung disease have almost doubled over the past 25 years, causing seven million deaths annually across the world, of which 3.8 million deaths are caused by household or indoor air pollution. The ‘Hawa Badlo’ campaign is thus the need of the hour and in many ways supports our Government’s Swachh Bharat Mission and its effort towards Natural Gas based economy.