Yes, you heard it right, Holi the festival of spring was celebrated on December 29 by Mudra, the advertising agency, as a part of the Greenpeace initiative against global warming. The logic behind this celebration which took place between 12 and 2 pm on St Marks road on Saturday afternoon is thus. Global warming is dissolving the seasonal divide resulting in festivals losing their seasonality. Hence Holi, the festival of spring is being celebrated now in winter to accentuate the irony thereby driving home awareness  on global warming.

Sumitra Sengupta, the creative director (copywriting) Mudra, said that her agency took up this issue because there was an increasing degree of consciousness about global warming and its effects among her co-workers.

The primary aim of the drive was to attract attention of the urban population towards the URL, www.
jointhefight.com, created by Mudra to spread awareness about the issue and to inform them about the actions they could take to curb it.   "Celebrating Holi in the heart of the city during lunch break when most of the office going junta would be out on the streets seemed like a good idea because this ludicrous activity would definitely turn more than a couple of heads. In comparison to street plays or the other usual drills used in social awareness programmes, this one would grab eyeballs because of its uniqueness,” she said. The employees at Mudra are personally adhering to a few simple rules to curb global warming.

They are switching off computers when not in use, switching from incandescent to fluorescent bulbs and restricting usage of vehicles by walking.