Puri/Bhubaneswar- 25th July (OT Webdesk): In celebration of the 10th anniversary of World Mangrove Day, Signature Packaged Drinking Water launched a high-impact 360-degree campaign featuring its brand ambassador, Ayushmann Khurrana.
At the heart of this campaign is a film titled “The Mangroves Regeneration Pledge,” which highlights the delicate beauty of India’s mangrove ecosystems and emphasises the need for their restoration. The film serves as a tribute to India’s coastal ecosystems and to those who are dedicated to protecting them.
Through immersive visuals and Ayushmann’s engaging voice, the film illustrates the real-world impacts of climate change, resilience, and the efforts of communities involved in grassroots conservation. The focus is on Signature Packaged Drinking Water’s Mangrove Regeneration Project in Odisha—a three-year, community-driven initiative that began along the eastern coastline of the state.
This project aims to revive over 62 acres of degraded land, plant more than 30,000 mangrove saplings, and support five coastal villages in their long-term conservation efforts. Varun Koorichh, Vice President and Portfolio Head of Marketing at Diageo India, stated, “The Mangrove Regeneration Project in Odisha represents our commitment to community-driven action and meaningful environmental progress. With our proposition ‘One With Nature,’ we celebrate the quiet strength of ecosystems like mangroves and recognise the people who work tirelessly to protect them. At Signature Packaged Drinking Water, we advocate for conscious living, as demonstrated in our campaigns and various initiatives, including the Mangroves Regeneration Project and the Ziro Festival of Music. This initiative will create lasting value for both people and the planet, inspiring our audiences to care for nature proactively.”
Ayushmann Khurrana, the brand ambassador for Signature Packaged Drinking Water, added, “What drew me to this campaign was its focus on real, tangible action. This isn’t just a film; it’s a tribute. Choosing mangroves as the central theme of this initiative is powerful because they are silent guardians—protecting coastlines, restoring biodiversity, and combating climate change every single day. Signature Packaged Drinking Water’s vision goes beyond just raising awareness; it’s about encouraging active measures to care for nature. I hope this campaign inspires others as much as it inspired me, and I urge everyone to support our efforts by signing the pledge and joining us on this journey.”
Mangroves are known to absorb up to four times more carbon dioxide than rainforests, making them essential in the fight against climate change and in preserving biodiversity.
