The range features air fresheners designed in the shape of animals’ face. Every passing day, the freshener tablet reduces, disappearing eventually. Inside each tablet, is a metal plate that encourages people to take the right action. It reads – Don’t watch Asiatic Lions disappear into the thin air. A Quick Response code on the plate redirects users to an online avenue where they can know more and do their bit.

Many wildlife species today stand on the verge of extinction and many disappear on a daily basis. Loss of habitats, illegal poaching are amongst the common reasons behind this situation that worsens every day. What is even more unfortunate is the attitude of people towards this problem. While many people are aware of the situation, they seem to not care.

Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney said, “Every month in our homes, air freshener tablets disappear and we replace them with new ones. Endangered Air Freshener makes this process more relatable and turns into an inevitable truth that can be stopped only if we act now.”

“We are a very environment conscious brand and we wanted to show people that these species are disappearing for real. It is time that we act. We are doing our bit by creating this range of Endangered Air Fresheners.” added Kiran Ranga, Managing Director, Ripple Fragrances.

The products are available on all leading retail chains and are being promoted on digital medium too using the right influencers.

“People don’t act; not because they don’t know but because they are not reminded of this ugly truth more often. We changed just this and showed people what an extinction of a species look like. It is painful and slow and inevitable. It is a great marriage of a cause and product to create a relevant touch point,” said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney.

Endangered Air Freshener brings the problem happening far away into people’ cars and homes. It changes the way we look at problems and creates an urge to act.

Credits:
Brand: Ripple Fragrances
Campaign: Endangered Air Freshener
Sudesh Samaria: Chief Creative Officer
Gurbaksh Singh: Chief Creative Technologist
Vishal Sagar: Creative Director
Hemant Kumar: Associate Creative Director
Manjeet Singh: Creative Director
Sachin Kumar, Rabindra Nath & Govind Singh: Senior Art Director
Gurmeet Singh: Senior Manager – Art & Production
Sumantra Talukdar: Junior Producer
Rakesh Bairwa: Director Production
Rahul Sharma: Sr. Lead Developer

Credits:
Advertising Agency: Dentsu Webchutney, New Delhi, India
Chief Creative Technologist: Gurbaksh Singh
Copy Supervisor: Nitin Jain
Copywriter: Akshay Anand
Senior UI Designer: Govind Singh
Video Production: Akshay Raheja
Additional Credits: Hemant Kumar, Moosa Khan