MUMBAI: Who says sustainability can’t stream with style? In a clever twist on Earth Day campaigning, Brookfield Properties has launched a purpose-led sustainability initiative titled ‘Powered by Purpose’, anchored around what it proudly calls “the least impactful video ever.”

But don’t be fooled by the pixel count. The low-resolution digital film deliberately blurred and bare-bones isn’t a creative misstep, it’s a bold call to rethink our high-definition habits. With Earth Day 2025’s global theme “Our Planet. Our Power” as inspiration, the campaign nudges viewers to question the environmental cost of digital binging and embrace mindful streaming.

“The video is symbolic and represents a much deeper commitment. The real impact lies in the work we do every day across our campuses, within our communities, and through our long-term focus on renewable energy and climate-positive development. Powered by Purpose reflects how we build, operate, and contribute to a more sustainable future” said Brookfield Properties in India Executive Vice President and Head of Marketing and Key Account Management Reema Kundnani.

And the company’s boots-on-ground action speaks louder than even 4K video. As part of the six-week campaign, Brookfield will plant over 5,000 native trees in Bengaluru and Delhi-NCR, adding to the success of its earlier Forest of Hope project. That initiative, which saw more than 3,000 trees take root, is estimated to sequester 1,500 tonnes of CO₂ and produce 2,700 plus tonnes of oxygen annually.

Brookfield’s green track record already includes some eye-catching numbers. 40 per cent of Delhi-NCR’s energy needs are now powered by renewable sources, thanks to the company’s Bikaner Solar Power Project. 1.5 million plus sq. ft. of green cover has been cultivated across Indian campuses. 20,000 plus metric tonnes of CO₂ eliminated annually, the equivalent of removing 4,300 cars from the road

With an ambitious roadmap in place, the firm aims to power 100 per cent of its India portfolio with clean energy by 2027, and achieve net-zero emissions by 2040, if not earlier.

This Earth Day, Brookfield is not just planting trees, it’s planting ideas. Through ‘Powered by Purpose’, the real estate giant hopes to drive a larger cultural shift toward sustainability, proving that even the smallest resolution can lead to a powerful ripple effect.