Dr Mumbo

Don’t panic endangered animals, air fresheners are here to save you – says Dentsu Webchutney

So just the other day, Dr Mumbo was pondering the plight of endangered species. What can be done to save them, Dr M wondered.

More international treaties? Larger donations to animal protection charities? Nope, it seems there is a third way. And it comes courtesy of Dentsu Webchutney and Ripple Fragrances, in India.

Yes, welcome to the world of ‘Endangered Air Freshener’ – billed by the agency as “a range of products aimed at raising awareness about animals that are on the verge of extinction”.

We are told the product range “features air fresheners designed in the shape of animal faces”.

And the great work doesn’t stop there. For, inside each tablet is a metal plate that encourages people to “take the right action”. For example, one states: “Don’t watch Asiatic Lions disappear into the thin air.”

A quick response code on the plate even directs customers to “an online avenue where they can know more and do their bit”.

It’s all about the endangered air fresheners for Samaria

Dentsu Webchutney co-founder and chief creative officer Sudesh Samaria 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.”

Ripple Fragrances managing director Kiran Ranga added: “It is time that we act. We are doing our bit by creating this range of Endangered Air Fresheners.”

And Dentsu Webchutney chief creative technologist Gurbaksh Singh wanted to shout loud about how the product range will do much to solve the problem: “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.”

Phew, that’s a relief then.


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