Signature Packaged Drinking Water has rolled out a campaign, featuring actor Ayushmann Khurrana, unveiling 'The Mangroves Regeneration Pledge'.

Conceptualised by Enormous, the campaign comprises a film. Released on the occasion of World Mangrove Day, the film highlights nature’s unsung heroes: the mighty mangroves, silent protectors that shield coastal communities from the fury of natural disasters. The campaign captures the story of India’s fragile mangrove ecosystems and the dedicated individuals working tirelessly to restore them. As part of this effort, the brand has launched the Mangrove Regeneration Project in Odisha, in partnership with the Indo-Global Social Service Society (IGSSS).

What we think about it: An ode to nature's most resilient ecosystem, the film skillfully brings to light the vital role these coastal forests play in protecting vulnerable communities from the increasing threat of cyclones and rising sea levels.

The film released on 24 July.