Mangroves make their marketing debut — finally

26^th July 2025 marks the 10^th year of celebrating World Mangrove Day. Marking the occasion, Signature Packaged Drinking Water unveiled a 360-degree campaign featuring its brand ambassador, Ayushmann Khurrana. At the heart of it is a film that spotlights the fragile beauty of India’s mangrove ecosystems and the need to restore them.

Titled ‘The Mangroves Regeneration Pledge’ the film is a tribute to India’s coastal ecosystems and those working tirelessly to protect them. Told through immersive visuals and Khurrana’s resonant voice, it brings to life the on-ground realities of climate change, resilience, and the communities driving grassroot conservation.

The film is centred on Signature Packaged Drinking Water’s Mangrove Regeneration Project in Odisha — a three-year, community-led initiative that began along the state's eastern coastline. The project is reviving over 62 acres of degraded land, planting more than 30,000 mangrove saplings, and supporting five coastal villages in long-term conservation efforts.

Varun Koorichh, vice president and portfolio head – marketing, Diageo India, commented, “The Mangrove Regeneration Project in Odisha is a powerful expression of what we stand for — community driven action, ongoing commitment, and meaningful environmental progress. With our proposition ‘One With Nature’, we are celebrating the quiet strength of ecosystems like mangroves and the people working every day to protect them. At Signature Packaged Drinking Water, we stand for conscious living and that is something we have communicated across campaigns and various activations like the Mangroves Regeneration Project or even the Ziro Festival of Music. This initiative will create lasting value for both people and the planet – inspiring our audiences and supporting us to care for nature, in nature.”

Khurrana added, "What drew me to this campaign was how rooted it is in real, tangible action. This isn’t just a film; it’s a tribute. Choosing mangroves as the heart of this initiative is powerful because they’re quiet warriors — protecting coastlines, restoring biodiversity, and fighting climate change every single day.”

People can join the movement now and take a pledge with Signature Packaged Drinking Water.

Campaign’s take: After years of being climate’s unsung heroes, mangroves are finally getting a moment in the ad world spotlight — courtesy of Signature Packaged Drinking Water’s latest 360-degree campaign fronted by actor-singer Ayushmann Khurrana. But the film isn’t just an eco-themed intermission. It’s part of the brand’s ongoing Mangrove Regeneration Project in Odisha, which has already planted over 30,000 saplings across 62 acres and rallied five coastal communities behind long-term restoration.

The timing is no coincidence. As World Mangrove Day hits its 10-year mark, the pressure on these coastal ecosystems has never been more urgent. India’s mangrove cover stands at just 4,991.68 square kilometers (ISFR 2023), facing threats from encroachment, shrimp farming, industrial runoff, damming, and oil spills — all while rising seas threaten to drown them out. What’s worse, their inland migration is being blocked by urban sprawl.

Signature’s film leans into the poetry of it all — coastal fragility meets climate resilience — but with a pledge-friendly CTA that nudges viewers toward action. For marketers and brand custodians of CSR-focused companies, the message is clear: climate storytelling can’t be soft serve anymore. It needs roots. And maybe, a few mangroves.