Axis Bank has launched a digital campaign conceptualised by Publicis Worldwide themed ‘Help our Mountains Heal’ to raise funds for communities affected by the recent floods in Himachal Pradesh.
A film urging viewers to donate to the Himachal Pradesh Chief Minister’s Relief Fund underlines the significance of mountains and the need to preserve them as they are. Through a poetic narration that serves as an ode to the mountains, it likens them to those who have cared for us and need our care, but will not ask for it – much like our elders. The film highlights the fact that the root cause of natural disasters like floods are our mistreatment of nature, making a two-fold appeal.
“The intent of the campaign was to keep it simple but impactful. While creating this campaign, we made sure that we acknowledge a simple truth that we are because of the mountains and not the other way around. We also ensured that the grace and dignity of the mountains were never compromised,” said, Srijan Shukla, Executive Creative Director, Publicis Worldwide.
“The messaging aims to evoke empathy and compassion rather than pity, emphasising the harmonious relationship between humanity and nature. It acknowledges the simple truth that we owe our existence to the mountains, and it is our turn to extend a helping hand,” added, Pratheeb Ravi, Executive Creative Director, Publicis Worldwide.
Publicis Worldwide and Axis Bank will appeal to individuals, corporations and more to contribute to the cause, informed an official statement.
More on how to contribute and get involved here.
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