Wind turbine maker Suzlon Energy Limited unveiled a new promotion campaign p.a.l.s. (Pure Air Lovers’ Society) in India, which will be the lead campaign for the company for the year 2011-’12.
Moving beyond the direct stakeholders like its customers, bankers and investors, the intent is to address the youth -- and the ‘young at heart’ -- in eight metros and create a mass movement on being responsible towards the environment, noted Ms Dharini Mishra, Head of Brand, Suzlon Group.
“We have never tried to sell turbines through our campaigns, which have always been to get people to buy into the concept of wind energy. Through p.a.l.s., we will go out and connect with the young-minded, who want to make a difference to the environment,” she noted.
The campaign was soft launched with a teaser six days ago. Ms Mishra claims that the initiative has received a healthy response from corporates, schools, PSUs and other entities keen to be a part of the ‘movement’.
“P.a.l.s. will be owned and driven by a group of people, not by Suzlon or Lowe Lintas, which has created the campaign,” said Ms Mishra.
The campaign will see ‘very little’ advertising across print, television, outdoor and radio; substantial activations, and deeper engagement through the digital medium. From tree plantation to recycling to tips on reducing carbon emissions, p.a.l.s. will offer members guidance on being environment-friendly. The attempt is to create and support a social network to stoke environment-conscious behaviour.
As an ad agency, Lowe Lintas is known for creating cause-driven campaigns for brands, ranging from Jago Re for Tata Tea to the continuing Sirji series for Idea Cellular.
Mr R Balki, Chairman, Lowe Lintas, said, “We get asked often whether we are ‘cashing in’ on social causes. My view is that we are providing a lot of problems with a lot of cash -- to be seen and noticed. We’re in the business of selling brands, but we see if we can give some attention to a cause. With Suzlon, we didn’t have to find a cause. It was readily there.”