Circa 2018, the air in Delhi, India, was among the most polluted of all major cities worldwide. This case is about the challenges of managing the problems of air pollution in Delhi (APD). It narrates the challenges faced by Mr. Sumit Goyal, a management consultant, in designing a social marketing plan to fight APD. Accordingly, in this case, students will find multiple perspectives and data on causes and remedies of APD. They will learn about the nature of wicked problems and appreciate complexities of designing behavior change marketing projects.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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