On the occasion of World Mangrove Day, Signature Packaged Drinking Water has launched a campaign titled 'The Mangroves Regeneration Pledge', featuring brand ambassador Ayushmann Khurrana. The campaign includes a film focused on the mangrove ecosystems along India’s eastern coastline.
The film centres on Signature Packaged Drinking Water’s Mangrove Regeneration Project in Odisha, a three-year initiative aimed at reviving over 62 acres of degraded land. The project includes planting more than 30,000 mangrove saplings and supporting five coastal villages in conservation efforts.
The campaign film, released on 26 July 2025, marks the tenth anniversary of World Mangrove Day. Narrated by Ayushmann Khurrana, the film outlines the environmental significance of mangroves and highlights ongoing community-led restoration efforts.
Varun Koorichh, Vice President and Portfolio Head – Marketing, Diageo India, said, “The Mangrove Regeneration Project in Odisha is a powerful expression of what we stand for – community driven action, ongoing commitment, and meaningful environmental progress. With our proposition ‘One With Nature’, we are celebrating the quiet strength of ecosystems like mangroves and the people working every day to protect them. At Signature Packaged Drinking Water, we stand for conscious living and that is something we have communicated across campaigns and various activations like the Mangroves Regeneration Project or even the Ziro Festival of Music. This initiative will create lasting value for both people and the planet – inspiring our audiences and supporting us to care for nature, in nature.”
Ayushmann Khurrana, brand ambassador, Signature Packaged Drinking Water, added, “What drew me to this campaign was how rooted it is in real, tangible action. This isn’t just a film – it’s a tribute. Choosing mangroves as the heart of this initiative is powerful because they’re quiet warriors – protecting coastlines, restoring biodiversity, and fighting climate change every single day. Signature Packaged Drinking Water’s vision isn’t just about creating awareness but about taking active measures in caring for nature. I hope this campaign inspires others the way it inspired me, and I would urge everyone extend their support by signing the pledge and joining us in this journey.”
Mangroves are known to absorb up to four times more carbon dioxide than rainforests, playing a role in addressing climate change and biodiversity loss.
