“Let our powers combine. Earth! Fire! Wind! Water! Heart! Go, Planet!

By your powers combined, I am Captain Planet.” – Captain Planet and the Planeteers

This advertising campaign was designed to promote an apartment complex that Rohan Builders created called “Mithila”. What makes Mithila so unusual is that instead of the established way that construction companies have of dealing with plant life (if you ask it nicely to leave and it doesn’t, kill it) Rohan didn’t raze the land. In fact, they’ve gone so far as to plant quite a few trees around the area they’re constructing in.

‘Green Building’, as environmentally conscious construction is commonly becoming known as, is actually quite popular in our inconveniently true world. Evidence of this can be found in many of the world’s leading powers, including Canada, the U.S. and Australia. Green building focuses not only on reducing the impact on wildlife in the immediate area of construction but also, through better citing and design, aims to cut wastage of resources, making the building process and the resulting product more energy efficient.

For instance, the city of Freiburg, Germany is known as the “Eco City”. Its notoriously-green reputation is due to a resolution that was adopted by the Freiburg city council in 1992. The resolution states that new buildings can only be built if they comply with low energy specifications. These low energy houses use solar power, garnered from panels on the roofs of the houses for electricity, hot water, and heating.

I think my favourite ad of the three is the third one down. The picture is of some sort of murky, post apocalyptic wasteland, where concrete support poles have replaced trees. It shows the Rohan Builders, not leveling trees as per usual, but cutting down these concrete poles that have taken over the land. It underlines the fact that Rohan isn’t using conventional building supplies. They’re recycling all materiel that has already been used and is just lying around.

Now if we could just find a way to re-use old plastic drinking bottles..

Client: Rohan Builders
Advertising Agency: Ogilvy, Bangalore, India
Creative Directors: Malvika Mehra, Amit Akali
Art Directors: Shekhar, Kanickaraj
Copywriter: Vijay Joy
Photographer: Radhakrishnan

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