New Delhi: This Independence Day, a thought leadership community known as Edge, along with creative agency Famous Innovations, launched a thought-provoking campaign aimed at raising awareness about India’s air pollution crisis.
The campaign kicks off with a short film titled “Nothing Should Stop Us from Singing Our National Anthem.” The film takes a powerful approach, highlighting the crippling effects of air pollution in New Delhi by showing how it can literally stifle the ability to sing. Launched strategically on Independence Day, the film emphasizes the importance of breathing freely as a fundamental right.
The campaign doesn’t stop at just raising awareness. It aims to spark conversation and inspire action. Through the Edge Community portal (edgecommunity.org), the campaign encourages citizens to join the discussion and contribute ideas towards finding solutions for cleaner air.
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“We’re all aware of the alarming pollution levels in our cities, particularly Delhi,” stated Yashraj Akashi, founder of Edge Community. “A Supreme Court judge recently compared living in Delhi to living in hell. Winter is approaching, and as the smog sets in, social media will erupt with complaints. But we felt it was time to move beyond talk and take action. Edge fosters connections between people who are passionate about finding real solutions. This film is a catalyst, a reminder that change starts with each of us. By working together, we can improve the air we breathe.”
“We wanted to depict the harsh reality of air pollution in a way that resonates with everyone,” said Raj Kamble, founder and CCO of Famous Innovations. “We chose something deeply personal – the National Anthem. It’s a symbol of national pride, and we all yearn to sing it freely. This film creates a dystopian scenario where pollution prevents us from doing that. This powerful imagery captures the urgency of addressing this issue.”
The campaign launched on August 14th with the film and will be amplified through digital initiatives promoted on edgecommunity.org. The team encourages citizens to share the message using the hashtag #StandForCleanAir and participate in discussions aimed at finding solutions for clean air across the country.
This campaign is a crucial step towards building a collective movement for a healthier India. By raising awareness and fostering collaboration, Edge and Famous Innovations hope to inspire positive change for cleaner air for all.
