Aditya Birla Group's Environment Day campaign features nostalgic animation

Aditya Birla Group has launched its latest World Environment Day Film, “JoJodeWohiSamajhdaar,” employing nostalgic animation to convey the message of reuse, reduce, recycle, and restore. This film marks the culmination of the sustainability-focused campaign introduced last year by the 165-year-old Indian conglomerate.

Crafted by Brandmovers Interactive India, the latest film draws connections between the environment and cherished household items. It narrates how we mend, repurpose, and rejuvenate items we hold dear while overlooking environmental concerns. The animation, created by Susruta & Saswata Mukherjee, and voiced by actor Vijay Raaz, brings the nostalgia of these belongings to life.

Interwoven into a poetic narrative, the film emphasizes how adopting the formula of reuse, reduce, recycle, and restore will lead to a greener tomorrow. It underscores that those who embrace this approach are deemed “samajhdaar” (wise).

Suvajyoti Ghosh, Chief Creative Officer of Brandmovers Interactive India, described the film as a challenging yet successful endeavor to deliver a serious environmental message in an engaging and heartfelt manner. The animation and Vijay Raaz's recitation of the poem contributed significantly to the film's impact.