Client
ARAI
Services
Motion Graphics
Illustration
Timeline
6 Week
Project Type
Professional
Brief
Create an impactful campaign to raise awareness about pollution caused by solid fuels and promote cleaner alternatives like LPG. The campaign included six animated videos addressing different environmental and social issues. My focus was on illustration and motion graphics for the topic: "Uses of Solid Fuels.
About
Brand
What is ARAI?
The Automotive Research Association of India (ARAI) is a premier government organization responsible for research, development, and certification in the automotive sector.
It works to advance sustainable technologies and solutions across industries, including energy, environment, and public welfare.
Target
Audience
Rural Communities
NGOs
Government Stakeholders
Goal
To educate the public on the harmful effects of solid fuels and encourage sustainable cooking practices using LPG.
Challenges
Designing characters across varying age groups while maintaining a unified style.
Creating harmony between background and character illustrations to avoid a fragmented appearance.
Conveying complex social and environmental issues in a culturally relatable and simplified manner.
Concept
The story follows a struggling family exposed to the dangers of traditional wood-burning stoves, with harmful smoke causing respiratory issues and an unsafe environment.
Enter Pawan Rakshak—India's own superhero for social change. Like Spider-Man abroad, he empowers communities with practical, compassionate guidance.
He helps the family understand the health and environmental benefits of switching to cleaner LPG gas.
The video transitions from a smoke-filled home to a clean, safe cooking space, delivering a clear message: "Switch to LPG—Breathe Clean, Live Green." Aimed at rural communities, it inspires action, showcasing the life-changing impact of clean energy on health and the environment.
The narrative is empathetic, informative, and empowering, designed to connect with rural households through vibrant visuals and a relatable superhero figure.
Solution
Designed three cohesive character illustrations representing different age groups while maintaining stylistic consistency.
Harmonized character and background illustrations for a seamless, impactful narrative.
Used motion graphics to deliver an engaging and digestible storyline.
Execution
Illustration
Character Design
Props Design
Final Video
Pune
Results
The video was prominently featured on digital billboards across Pune, effectively raising awareness about cleaner cooking practices and positioning Pawan Rakshak as a relatable figure for social change.
This project demonstrated my ability to merge illustration and motion design to address real-world issues creatively, inspiring action within the community.
Balancing design with clear communication for social impact.
Mastering consistency in visual styles across multiple illustrations.
Overcoming challenges of animation and storytelling for diverse audiences.
