Dharma 2.0 bags Adar Poonawala's account for the Clean City initiative

Adar Poonawala has roped in Dharma 2.0to lead the complete ad campaign for its ‘Clean City’ movement. The ‘Clean City’ initiative, brain-child of owner and CEO of Serum Institute of India - Adar Poonawala, has been in the headlines for its waste management practices. The initiative educates people on appropriate waste management methods that in turn helps with improving quality of life as well as preserving the environment.

Having served some of the leading brands in the country such as Jio Mobiles, Reliance Digital and Nirav Modi among others, Dharma 2.0 will now aim to bring Adar Poonawala’s vision on-screen. They have brought superstars Alia Bhatt and Varun Dhawan onboard, to feature in two TVCs, which will shed light on how citizens can contribute towards making the city clean. Dharma 2.0 will be taking the lead on the creatives, production as well as post-production for the ad campaign.

Commenting on the new association, Adar Poonawala, owner and CEO of Serum Institute of India shared, “Given the excellent quality of work being done by Dharma 2.0 in such a short span of time since its inception; associating with them was an obvious choice. I strongly believe they understand my vision for the ‘Clean City’ initiative and will rightfully bring its essence on-screen to speak to the youth.”

Punit Malhotra, Head Dharma 2.0 said, “We are glad to partner with Adar Poonawala for his ‘Clean City’ initiative that consciously focuses on better waste-management and cleanliness of a city. It is a matter of pride to be a part of this movement wherein Dharma 2.0 aims to encapsulate his vast vision in a short ad-film and drive the message home, while maintaining the creative streak as seen in our campaigns.”