New Delhi: In a major push to align with the Modi government’s initiative for a cleaner environment and sustainable energy, GAIL India Limited has been spearheading a unique social initiative called ‘Hawa Badlo’ (Change the Air).
Launched in 2016, the initiative has evolved into a major movement driving public consciousness towards a shift from polluting fossil fuels to cleaner energy alternatives like natural gas and other renewable energy.
As the India’s leading gas transmission agency, GAIL recognised early on that long lasting change is expected from grassroots public movements than from regular laws. With this understanding, ‘Hawa Badlo’ was conceptualised as a citizen-driven campaign to promote environmental awareness and encourage voluntary adoption of eco-friendly energy options. Since its inception, the campaign has touched millions, delivering powerful messages through innovative digital and on-ground campaigns.
Social experiments
One of the first initiatives, The Air Seller in January 2016, was a social media campaign that tested how Delhi residents reacted to the concept of buying fresh packaged air—a satirical take that gained over 72,000 views and stirred important conversations.
In February 2016, the campaign “Raavan Ko Roko”, a prank video, targeted at petrol and diesel vehicle owners, which went viral and garnered over 1.5 lakh views across social media platforms.
Another significant campaign, “Help a Superhero” in April 2016, shed light on the health challenges faced by traffic policemen due to air pollution. This emotional tribute clocked 298,000 views and received praise from traffic departments across states. The campaign even inspired a real-life gesture from a 3-year-old girl who gifted her own prescribed mask to a traffic policeman, an act that was captured in a follow-up video titled “She’s 3-Year-Old, But Winning Hearts All Over” in June 2016.
“Hawa Badlo” Anthem
Building on these campaigns, the “Hawa Badlo” Anthem video portrayed the aspirations of a mother and her child, who choose cleaner fuels and advocate for sustainable living among their community showing how personal choices can lead to collective transformation.
Through Hawa Badlo, GAIL is reinforcing the idea that energy transition isn’t just a technological shift, but a social revolution. The campaign strongly emphasises that individuals are not passive energy users, but active participants with the power to drive significant environmental change.
As this campaign continues to evolve, it remains a powerful example of how public engagement and storytelling can spark awareness and inspire a shift towards a more sustainable future.
