Suzlon goes for youth connect with green message

07 Sep,2011

Why would a wind turbine supplier’s campaign target the youth? That’s just what Suzlon has done with p.a.l.s (Pure Air Lovers Society). The campaign, which was kickstarted with a teaser and culminated in highly visible print advertising, aims at driving audiences to its website ( which indicates that it is looking at bringing the young population into its ambit as they are the ones most active on the digital platform. The website too is unlike what one would imagine from a company that’s into wind power, as p.a.l.s is young, refreshing and interactive  in short, everything that would seem inviting to the youth.


If one were to look at the link between Suzlon and p.a.l.s, it is really the issue of clean and energy-efficient quality of air. The inspiration for the initiative came from the truth that air pollution and the quality of air in our cities is becoming a serious issue today. This, coupled with research which suggests that Indians are concerned about this and address it as their number one environmental concern, was reason enough for the crusade exhorting people to stop air pollution. The company in fact quotes that more than 5 lakh people a year die of air pollution-related ailments in India.


Ms Dharini Mishra, Global Head for Brand, Suzlon Group, explains, Suzlon has always been committed to sustainable development of the country. Since we are in the business of clean, pollution-free energy from the wind, we thought Pure Air was the best way to connect our philosophy with the youth of India and the country in general.


The timing of the initiative is well thought of, as Indian wind energy is attracting global attention. Also, Suzlon’s order books are looking strong and giving the company the confidence of being well placed in the Indian market.


Suzlon is India’s leading wind energy company for more than 13 years now. We already

had a cause which is inherent to our business but we were waiting for the most

engaging manner and right time to take it to the people, that’s how Ms Mishra explains the timing of the initiative.


The youth connect may not be apparent at the outset but it’s clear when one understands the vision of Suzlon, which is all about a better tomorrow, a change for the better and renewable energy. Ms Mishra added, These attributes are directly related to the young. India’s

youth is bringing in wide sweeping changes to the way we live and do business. We strongly feel that connecting our brand with people of a young mindset will see a revolution of change across this country which is very critical for our sector and our business as a whole.


The campaign, which is conceptualized by LoweLintas, has seen a huge response with the number of p.a.l.s growing by more than 1,400 a day. The website has stories, videos and real-time updates on what pals are up to, besides other engaging and interactive features. The company sees it as one of the most successful social cause campaigns for the youth. In the first phase the advertising managed to create awareness about the cause, but now Suzlon will move on to activations and tools that encourage p.a.l.s to make a tangible impact. In this phase the focus will be on partnerships, school connect programs and creating a digital stir.



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