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Aditya Birla Group: The Last Surviving Tree

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This World Environment Day, Aditya Birla Group takes a step further
towards cementing its commitment to sustainability by initiating conversations around our
biggest fears about the environment. This year, keeping up with United Nations theme of
‘Air Pollution’, Aditya Birla Group has pledged to create artwork out of toxic air and to
support the cause they have also planted over 1 million saplings across the group. The
campaign focuses on the adverse effects of air pollution and how it affects everything
around us - from heritage monuments and wildlife to human health and flora & fauna.
Through the #FilterTheFuture concept, conceptualized and executed by Tonic Worldwide,
the Aditya Birla Group has reaffirmed its commitment to the environment by helping
consumers identify their fears for the environment and act upon it, as we too have the
power to #FilterTheFuture.
. The underlying message is to urge people to
fight air pollution by extracting the best out of the worst
Other credits

Advertising Agency: Tonic Worldwide, India, Mumbai

CEO: Chetan Asher

COO: Samir Asher

Chief Strategy Officer: Unmisha Bhatt

Chief Business Officer: Sudish Balan

Head - Innovations & New Initiatives : Pratik Hatankar

Partner- Innovations & New Initiatives : Juliet Arakkal, Nancy Vasa

Account Director: Sneha Keni

Senior Account Manager: Foram Dhruv

Directed & Edited: Pravin Singh

Director of Photography : Pravin Singh

DOP 2: Melroy Coelho

DOP 3: Pranav Ratra

Creative Supervisor: Kartik Shinde

Art Director: Deepak Shinde

Art Designer : Amey Wagle, Priya Dali

Social Media Copy: Arya Tiwari

History Enthusiast: Akshay Shetty

Wildlife Photographer: Nishank Joshi

Fashion Designer: Jeena Gupta

Environmentalist: Sumaira Abdulali

Illustrator: Aishwarya Ganesh

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