Mahindra Group’s recently launched initiative, #CelebrateDifferently, aims to motivate citizens to plant a tree – and for those who are not able to do so, they can like, share, or comment on #CelebrateDifferently and the company will plant a tree on their behalf as part of the Mahindra Hariyali initiative. The company is calling it a ‘citizens’ movement’  and it is aligned with its larger theme of #RiseAgainstClimateChange.

The digital-first campaign is initiated through a video to educate the target group, primarily millennials, about #CelebrateDifferently. Amplified across all social media channels, the video was recorded in Hindi with English subtitles. The company has also engaged influencers from different walks of life to motivate individuals to take action, online and/or offline. They have partnered with NGOs such as SankalpTaru, Bhumi, Grow Trees, Say Trees, Green Yatra, Sustainable Green Initiatives, and Give me Trees, who will aid conscious citizens in this effort. 

As told to CauseBecause by Ruzbeh Irani, president – group communications and ethics and chief brand officer, Mahindra Group, the reach, engagement and impact of the campaign will be tracked through the hashtag.

The spokesperson informs that under Mahindra Hariyali the group has planted more than 16 million trees in the past 12 years, with an annual commitment to plant 1 million trees every year. The trees planted through this project have a healthy survival rate of 85 per cent to date. When trees do not survive, replantation is also carried out. The company believes that planting trees, including improving forest management, conservation and regeneration, will help offset India’s annual greenhouse gas emissions, and provide wider environmental and socioeconomic benefits.

Mahindra Group is committed to be 100 per cent carbon-neutral by 2040. Twenty companies of the Mahindra Group have committed to science-based targets that are in line with the decarbonisation required to keep global temperature increase below 2°C (in line with the Paris Agreement).

In a press release shared by the company, Anirban Ghosh, Chief Sustainability Officer, Mahindra Group, said, ‘We will truly overcome the challenges posed by climate change only if we engage every citizen of India to join the movement. We are delighted to provide a platform for fellow Indians, particularly millennials, to contribute towards building a greener India. This would also enable the nation to meet its commitment to create a carbon sink of 2.5 to 3 billion tons as promised in the Paris Climate Change Agreement.’

You can watch the campaign here: