Yamuna is one of the most polluted rivers in the world. As it passes through Delhi, it is contaminated with toxic waste from industries, and the city’s drainage systems. Worshipped as a goddess by Hindus for thousands of years, it is a shadow of its former glorious self. Despite its current state, government authorities have done nothing to alleviate the river from its miserable state.
Chanting is an important part of Hindu prayers. Verses written in the glory of Yamuna are printed and published in booklets, called the Yamuna Aarti Book. The Yamuna Aarti Book published for this campaign is printed with ink sourced from Yamuna’s toxic waters. The Aarti Book is themed by the river’s current state, with a saturated typography style, laid out in a composition following the river’s path, accompanied with facts that show the true state of the river, juxtaposed against the verses that praise the river’s spiritual powers. This theme also carried over into the outdoor ads, subtly reminding our audience of the true state of the river, and what it used to be. The campaign titled “Pray for Yamuna” aims to urge action to restore the river’s biosphere, and return it to its former glory.
