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Hejje-Gala
A campaign brand that turns sustainable mobility into something Bengaluru wants to join.
Hejje-Gala, Kannada for “steps forward,” is a three-month city-wide corporate challenge that gets Bengaluru employees walking, cycling and using public transport, measured on the altmo app. Supported by GBA, with altmo and WRI India. We built the brand end to end: name, identity, website, social strategy and launch system.
What we delivered
Hejje-Gala, “steps forward,” locates the work in Bengaluru and frames sustainable commuting as an invitation, not an ask.
One visual system that holds across logo, poster, web, social and stage, recognisable in a feed and dignified at full bleed.
Microsite, app sign-up flow, brand toolkit and social strategy, so any company can run the challenge on day one.
A grim subject that needed to feel joinable
Bengaluru’s traffic and air quality are city-defining problems, but the public mood around them is exhausted. Asking employees to walk, cycle or take public transport into that mood is asking them to opt into something that already feels grim. GBA, altmo and WRI India had the data, the partnerships and the platform. What they didn’t have was a brand a CSR team could pick up and run with.
Name it like an invitation
Start with the name, because everything hangs off it. “Sustainable mobility challenge” reads like obligation. Hejje-Gala reads like an invitation. The Kannada anchor locates the campaign in Bengaluru, implies the small-step, cumulative promise the altmo data reinforces, and carries enough warmth that non-Kannada speakers feel welcome.
Name it like an invitation, frame it like a postage stamp, ship it like a product.
Every touchpoint a small collectible
A postage-stamp frame, green scalloped border over a deep-navy interior, turns each touchpoint into a small artifact of participation. The colour system is deliberate and small: marigold for the wordmark, the colour of municipal stamp ink; navy for the city before traffic; forest green for the public realm. The grid reads as a stamp collection, each post a dated, place-named step, so the feed does what the campaign asks employees to do: accumulate small visible steps.
A difficult ask that feels inviting
A campaign brand is honest when it makes a difficult ask feel like an inviting one. Whether Bengaluru’s commute looks different in three months is what the data work with altmo and WRI India is built to answer. The brand’s job is to get employees through the door of that question: a name they can say, a frame they recognise everywhere, and a sign-up that doesn’t feel like obligation. Hejje-Gala launches in 2026.
