Case Studies

In 2011, the Government of Delhi set an ambitious target: plant one million trees to increase the city’s green cover to 33%. While the goal was clear, the challenge lay in mobilizing citizens at scale. Traditional awareness drives weren’t enough; the campaign needed to spark civic pride, drive action, and build momentum across both online and offline touchpoints.

People care about the environment, but caring doesn’t automatically translate into action. To create impact, the message had to connect with citizens on a personal level - making tree plantation not just a government initiative, but a citizen movement. Framing greenery as both a civic duty and a lifestyle choice was the key to mass participation.

We engineered Green Leap Delhi as a large-scale, multi-channel movement powered by digital storytelling and offline integration:

• Brand Identity: Designed a distinct Green Leap Delhi logo to unify the initiative and create instant recognition.
• Content-First Approach: Shared environmental facts, benefits of plantation, and addressed local greenery issues with actionable solutions.
• Digital Channels: Activated Facebook, Twitter, blogs, and a microsite to mobilize and inform citizens.
• Public Engagement: Ran contests with eco-friendly rewards to make participation aspirational.
• Ground Integration: Educated citizens about preservation, sapling distribution points, and greening actions.
• Amplification: Supported the digital push with offline hoardings and radio campaigns for citywide impact.

• Mass Mobilization: Successfully planted one million saplings in record time.
• Public Participation: Citizens actively engaged online and offline, creating strong community momentum.
• Positive Sentiment: The initiative received overwhelming positive feedback, establishing Delhi as a city serious about sustainability.

Green Leap Delhi was more than an awareness campaign - it was a movement that transformed intention into action. By combining technology, communication, and on-ground execution, OMLogic enabled the Government of Delhi to deliver measurable environmental impact while building civic ownership of the city’s green future.