• Challenge: A-PAG is a little-known Delhi based foundation was fighting the political elite to implement laws that can guarantee clean air to India’s capital city and adjoining areas. The major political parties’ manifesto (before India’s General Election) had no action plan against air pollution – it was time public opinion and action was mobilized to make the leaders sit up and take note.
  • Solution: Use geo+interest targeting of video ads through digital media. Go beyond awareness to action – use a missed call number at the end of every video to mobilise action: “call us to register your protest”. The idea was repeated before a key state election.
  • Results: 30,000 green conscious Indian from the affected cities, gave us a missed call within 3 weeks. A-PAG attached the call logs to an official letter it wrote to each of the 3 main political parties to highlight public anger and need for affirmative action. Today A-PAG is a Board Member at the Supreme Court mandated pollution watchdog, CAQM.