Mumbai: In commemoration of the 10th anniversary of World Mangrove Day (26th July 2025), Signature Packaged Drinking Water unveiled a compelling 360-degree campaign titled “The Mangroves Regeneration Pledge”, fronted by actor and brand ambassador Ayushmann Khurrana. At the heart of the campaign is a visually immersive TVC film that underscores the significance of India’s mangrove ecosystems and the urgent need for their regeneration.
Told through the powerful voice of Ayushmann Khurrana and grounded in evocative visuals, the film highlights the deep connection between climate resilience and coastal communities. It offers a poignant look at the threats faced by mangroves and the grassroots action being undertaken to protect them.
The film centers on Signature Packaged Drinking Water’s Mangrove Regeneration Project in Odisha—a three-year, community-led initiative launched along the state’s eastern coast. The project aims to restore over 62 acres of degraded land, plant more than 30,000 mangrove saplings, and support five coastal villages in their long-term conservation journey.
Varun Koorichh, Vice President and Portfolio Head – Marketing, Diageo India, commented, “The Mangrove Regeneration Project in Odisha is a powerful expression of what we stand for – community driven action, ongoing commitment, and meaningful environmental progress. With our proposition ‘One With Nature’, we are celebrating the quiet strength of ecosystems like mangroves and the people working every day to protect them. At Signature Packaged Drinking Water, we stand for conscious living and that is something we have communicated across campaigns and various activations like the Mangroves Regeneration Project or even the Ziro Festival of Music. This initiative will create lasting value for both people and the planet – inspiring our audiences and supporting us to care for nature, in nature.”
Ayushmann Khurrana, brand ambassador, added, “What drew me to this campaign was how rooted it is in real, tangible action. This isn’t just a film – it’s a tribute. Choosing mangroves as the heart of this initiative is powerful because they’re quiet warriors – protecting coastlines, restoring biodiversity, and fighting climate change every single day. Signature Packaged Drinking Water’s vision isn’t just about creating awareness but about taking active measures in caring for nature. I hope this campaign inspires others the way it inspired me, and I would urge everyone to extend their support by signing the pledge and joining us in this journey.”
Known to absorb up to four times more carbon dioxide than rainforests, mangroves play a crucial role in mitigating climate change, reducing erosion, and nurturing marine biodiversity.
