Operation Ganga

A national branding and communication campaign led by Moonlight Pictures for the Territorial Army’s pilot mission to rejuvenate the Ganga. This multi-platform project brought together identity design, filmmaking, and civic engagement to support a military-led ecological initiative.

The Vision: Army Precision for a National Cause

To bring strategic execution to the long-standing dream of a clean Ganga, the Government of India launched Operation Ganga—a pilot mission led by the Territorial Army (TA). The TA, a volunteer-based auxiliary force of the Indian Army, was chosen for its proven discipline in delivering critical civil operations.

Under the command of General Chaturvedi, this mission became a showcase of how military structure could revitalize environmental missions.

The Role of Moonlight Pictures

At the time, I was serving as co-founder and creative lead at Moonlight Pictures, a studio I established in 2012 alongside Praveen Chaturvedi and Abhishek Singh. Our mandate was to create a compelling brand identity and communication campaign for the project.

We developed a strong, coherent public-facing narrative that would amplify Operation Ganga across both physical and digital platforms.

Brand, Film, and Civic Launch

Our creative strategy included: A purpose-driven logo and identity system to symbolize purity, national duty, and environmental urgency. A website designed to document real-time progress and updates from the ground. A promotional documentary-style film showcasing on-ground operations and the mission’s deeper message

The campaign culminated in a landmark public launch event in Varanasi, featuring celebrated musician Kailash Kher and attended by key stakeholders, civic leaders, and senior Army officials. I led the design and production of this event, which positioned Operation Ganga as more than just a military mission—it became a public movement.

Legacy and Outcome

Operation Ganga helped set the tone for future public-military collaborations on national missions. Today, the Ganga is cleaner and more protected than it was in 2014—thanks in part to such mission-driven campaigns. For us at Moonlight Pictures, it was a moment of immense creative and civic fulfillment.