The Challenge
The Mahseer is worshipped as a God-fish by rural Maharashtrians. When its population dwindled in the area, locals approached authorities, who, in turn, tapped a significant player in the hydropower player to intervene.
Our scope included raising awareness about the ecologically sensitive species and the need to protect its habitat, highlighting the corporation’s relentless work towards the cause for half a century.
The campaign was flagged-off with an inaugural event where Mahseer fingerlings were released into the Walwhan dam. Further, informative content and inspiring stories were disseminated through social media platforms, special coverage of the initiative on the client’s in-house media platforms and national coverage through regional networks.
We also formed an exclusive creative collaboration with the World Wildlife Federation, which conceptualised and curated limited-edition merchandise highlighting the cause.
The campaign garnered 22 million impressions, 300+ stories in key publications and an overall reach of over 10 million!
Learn more about this impactful campaign by downloading the case study.
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