Air pollution has become a constant concern across both urban and much of rural India. In fact, urban areas haven’t recorded a single day of safe air quality, as per WHO standards, throughout the year. A study by the University of Chicago estimates that air pollution, specifically PM2.5, could reduce the average Indian's life expectancy by 5.3 years, and in Delhi, often called the most polluted city in the world, by as much as 11.9 years. The demand for air purification and clean air solutions for indoor spaces has never been more urgent.?

To address these issues, Jai Dhar Gupta started Nirvana Being - a brand focused on providing clean air solutions so you can live better. What started as a pioneer of reusable/washable N95 masks, with a store at Khan Market in 2013, has now grown into a full solution business with solutions to protect you both indoors and outdoors. 

Recently, they started a campaign that addresses pollution issues, especially in Delhi-NCR, head-on. #AirMergency is not a campaign created just to sell products; it is a campaign to raise awareness about a serious issue that we aren’t focusing on enough.

With poor air quality becoming as common as contaminated water, clean air solutions are no longer a luxury - they’re increasingly a necessity for ensuring health and safety in indoor environments.

But here’s a truth about this edition of Cool Gai -  We set out to curate the most impactful ad campaigns tackling pollution issues head-on, expecting to find some hard-hitting, thought-provoking examples that brands are known for. We could only find one.

There has been a noticeable silence on the subject of Air Pollution so far. It seems the conversation isn’t quite where it needs to be.

Perhaps by this time next year, we will have more examples to share with you. Until then, let’s pledge to keep the air clear this Diwali.

Stay safe and stay cool.