CLAIM was the solution. To increase the sales, it wasn't only necessary that we increase the brand presence and awareness among the consumers but also make them aware of pollution as an omnipresent threat to consumer lifestyle. We came up with this social campaign to tackle this challenge and integrated it with the BlueAir's marketing agendas across all the viable platforms. This innovative marketing campaign was launched on the eve of World environment Day. The campaign saw a popular support in its targeted consumer groups and has helped BlueAir to be among the major players in niche category air purifier market.