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GAIL takes web-series route for Hawa Badlo campaign
The web series 'Hawa Badle Hassu' is part of the brand's original Hawa Badlo Initiative and is available on OTT platform SonyLIV.
The web series 'Hawa Badle Hassu' is a part of GAIL's 'Hawa Badlo' campaign. The series is hinged on entertainment and is built around the PSU's (Public Sector Undertaking) campaign against air pollution and environmental conservation.
GAIL is an Indian PSU with interests across the natural gas value chain of trading, transmission, LPG production and transmission etc.
Each of the four 10-minute-long episodes focuses on issues like education and career-building options around the environment. However, such short web series or long format ad content is a new way of getting campaign messages across for brands. Among the most recent examples is online travel booking platform ixigo's 'Zindagi Express'. Ixigo stepped into the original content space with a web-series - a collection of eight short (5-minutes) episodes which string together creating a story with a four-member family at the centre. For the brand team, it was aimed at making the ixigo 'trains' app more relevant to users.
In a press release, RK Singhal, executive director (Marketing-Shipping and Int. LNG & CC) says, "GAIL India's Hawa Badlo campaign keeps growing and right from the outset, it has garnered a positive response. This time around, we wanted to see a culmination of what we started three years back. There's no better medium than entertainment to convey an important message."
He adds, "The best part about this series is that at no point does it get preachy, which is why you would want to go through it, grasp and retain the messaging. Also, if you have been tracking the Hawa Badlo campaigns, you will notice that we come up with something unique each time. It was a short video in its first leg and then we came up with a music video as the Hawa Badlo Anthem, but each time, impactful storytelling has been our core messaging which has been a top priority".
The series is co-written and produced by Protiqe Mojoomdar from Handyman who has been associated with the Hawa Badlo Campaign. The series has been directed by the duo - Shaptaraj-Shiva - and was launched on OTT platform SonyLiv.
GAIL's original Hawa Badlo campaign has been working towards educating Indians about air pollution through events, short films, contests, raahgiri, pledges etc.