The Pure Air Lovers Society (PALS) was created by Suzlon to build an online community dedicated to improving air quality. The campaign targeted young Indians aged 18-35 to promote individual actions like reducing pollution and signing up to receive reminders and connect with other "PALS" online and through social media. An interactive banner and website at www.pals.in encouraged participation and led to over 1.1 million registered supporters. The multi-channel social media campaign successfully raised awareness and engaged people in positive environmental actions.

1. Pure Air Lovers Society (PALS) - Suzlon
Website: www.pals.in
Online Case Study: http://webchutney.com/ybic2011/bestdigital360degreecampaign/pals/index.html
The Brief
Suzlon works to help generate pure, green power that is 100% emission free and non‐polluting. Though
Suzlon has been synonymous with wind energy in India, the company’s corporate philosophy goes way
beyond just making wind turbines.
Our task was to create an active online community of like‐minded people who love pure air, hate
pollution, are willing to take steps in their day to day lives and make right choices that will improve the
quality of air around.
Target Audience
Young Indians aged between 18 and 35 years constitutes the primary TG, though ultimately, the PALS
movement aims to appeal to all people with a younger mindset. PALS aim to connect with Young India
who indulges in lazy activism by clicking on cause they resonate with.
Challenge
The premise of the campaign idea was that if the brand was committed to sustainable development, and
India is the home market, then at some point the brand needed to elevate the messaging to more than
business, and reach out to an audience that is more than business.
How does one make young India love a brand dealing in wind energy, while they are busy having fun
with mobile, Facebook and Bollywood? The real challenge was to get a wind turbine company to relate
to a college going student, a housewife or a working executive and connect with them emotionally to
stand up for a common cause.
The Insight
One of the key indicators of the quality of life is clean air. Unfortunately, air in most Indian cities has
become highly polluted. Concentration of certain pollutants exceed World Health Organization’s (WHO)
safety limits by large margins.
India as a country is in a wonderful place where the people themselves are demanding a change for the
better, for themselves as well as for the country as a whole. Not just demanding, in recent times we
have seen citizens; specially the youth, actually get to action and put in serious effort towards creating a
better nation.

2. Creative Execution
The entire construct is that everyone wants better living conditions and everyone wants to do the right
thing. The major constraints to this action are lack of awareness, clear direction on how to participate,
understanding of what can one do to actually make a difference and access to tools to do all of the
above without disrupting one’s daily life or making sacrifices that hamper our growth and progress.
At a time like this a platform for awareness and community building around the issue of air pollution
would go a long way towards creating and sustaining efforts and initiatives that drive continuous action
at individual as well as organizational, community and policy levels to make cleaner air a reality.
The Pure Air Lovers Society was born out Suzlon’s commitment to sustainable development. Taking this
objective further the PALS campaign aims to create a platform for awareness and community building
around the issue of air pollution.
Supporting the website is a strong community led social media presence that tries to convince brand
fans that every small change plays a small part towards a larger good. Maintaining the campaign
promise of planting a tree for every PAL registration was a strong proposition that Suzlon has already
lived up to. These tree planting events held across the country were all directly seeded through online
communication through Facebook, direct mailers and the website. The media campaign in association
with Mudramax, focused on driving people to become PALS through the website, mobile and social
media platforms.
The Interactive Website – www.pals.in
Going beyond simply tackling air pollution, the PALS website covers the whole gamut of environmental
care, going down to specifics such as providing a detailed list of ‘green vendors’ in cities, as well as
timely PUC check reminders. All this gets seamlessly integrated into a strong community feeling of
being a Pure Air Lover (PAL) with tangible points of actions that users can be part of and contribute to
at an individual level, such as the ‘Gaadi Bandh Pledge’ and other such initiatives.
The unique navigation of the website which is the centre-point of the campaign, proved to be a vital
factor in spreading the word of the PALS movement. While the look and feel of the website is fresh and
unconventional, the user interface was structured in such a way that every bit of available information
would be just a couple of clicks away.

3. Rich Media Interactive Banners
The main idea of the banner was to build curiosity around who is a PAL, and create awareness about
how to become one, thus leading traffic to www.pals.in to sign up as a PAL. The media campaign in
association with Mudramax, focused on driving people to become PALS through the website, mobile and
social media platforms.
We conceptualized a flash based interactive banner to engage the audience in a simple point based
game which would click with users instantly and induce the element of fun while helping users relate
with an otherwise serious social message about reducing air pollution.
Users were invited to play the game in the interactive expandable banner which expanded to a full
length road-track on mouse- rollover, with an open challenge of ‘How many PALS can you ask for a lift’
from among the scooters in motion. With each click on a green or an orange scooter, the users’
awareness of who is a PAL increased by a visual connotation of how non PALS were not worthy of
asking for a lift owing to the amount of pollution they generated, and that PALS scooters pollute the air
less and were way more environment friendly. This drew their attention to the importance of becoming
a P.A.L. and prompted them to visit the website to register/sign up and befriend the cause.

4. The banner was hosted on popular web destinations like MSN and Sify, portals and online publications
with high footfalls such as to gain maximum visibility for the initiative and drive traffic to PALS’
microsite.
Results
Campaign duration: 3 days
Impressions: 26,34,841
Clicks: 10,217
CTR: 0.39%
Total Interactions: 1,42,180
View the interactive banner at:
http://www.webchutney.com/ybic2011/bestdigital360degreecampaign/pals/sify/sify-preview.html
Social Media Engagement – Facebook

5. Emailer

6. Newsletter

7. Mobile/WAP Site
Campaign Results
The overwhelming response received bears testimony to the incredible success of the campaign. The
campaign has witnessed 1,153,378 registered users through the website, mobile, social media and on
ground activation.
With 88,669 fans on Facebook and other major social communities, blogs and platforms buzzing with
conversations, discussions and exchange of information around the PALS community and campaign, the
Campaign Duration
August 2011 to date
Visitwww.pals.in