Mumbai: Adar Poonawala has roped in Dharma 2.0, the young and zippy venture, to lead the complete ad-campaign for its ‘Clean City’ movement. The ‘Clean City’ initiative, brain-child of owner and CEO of Serum Institute of India – Adar Poonawala, has been in headlines for its boisterous waste-management practices. The successful initiative enlightens and educates on appropriate waste-management methods that in turn aids with improving quality of life as well as preserving our environment.
Having served some of the leading brands in the country, such as Jio Mobiles, Reliance Digital and Nirav Modi amongst others, Dharma 2.0 will now aim to bring Adar Poonawala’s vision on-screen. They have brought superstars Alia Bhatt and Varun Dhawan onboard, to feature in not one but two exciting TVCs, which will shed light on how citizens can contribution towards making a city clean. Dharma 2.0 will be taking the lead on the creatives, production as well as post-production for the ad-campaign.
Commenting on the new association, Adar Poonawala, owner and CEO of Serum Institute of India shared, “Given the excellent quality of work being done by Dharma 2.0 in such a short span of time since its inception; associating with them was an obvious choice. I strongly believe they understand my vision for the ‘Clean City’ initiative and will rightfully bring its essence on-screen to speak to the youth.”
Punit Malhotra, Head Dharma 2.0 said, “We are glad to partner with Adar Poonawala for his ‘Clean City’ initiative that consciously focuses on better waste-management and cleanliness of a city. It is a matter of pride to be a part of this movement wherein Dharma 2.0 aims to encapsulate his vast vision in a short ad-film and drive the message home, while maintaining the creative streak as seen in our campaigns.”