Aditya Birla Group’s #JoJodeWohiSamajhdaar Campaign Blends Nostalgia with Environmental Awareness

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India, 2024:

Global Conglomerate, Aditya Birla Group proudly launched their latest World Environment Day Film, “JoJodeWohiSamajhdaar”, that makes great use of nostalgic animation to deliver the message of reuse, reduce, recycle, and restore. The film also marks the completion of the three-part, sustainability-focused campaign unveiled last year by the 165-year-old Indian conglomerate.


Conceptualised and executed by Brandmovers Interactive India, the latest film draws parallels between the environment and beloved household possessions. The film tells the story of how we repair, repurpose, and revive things that we never want to let go of, but at the same time turn a blind eye towards matters concerning the environment. The nostalgia associated with these beloved possessions is brought to life by an equally nostalgic animation by Susruta & Saswata Mukherjee and a voiceover by actor Vijay Raaz.

The film weaves the narrative into a poem that says how the formula of reuse, reduce, recycle, and restore is what will lead us to a greener tomorrow. And the one who embraces that is “samajhdaar”.

Describing the film, Suvajyoti Ghosh, CCO, of Brandmovers Interactive India, said, “To deliver such a serious environmental message in a wholesome and endearing way is a tough task. But the animation and the poem recited by Vijay Raaz really made it look easy and, needless to say, stole the show in a big way.”

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