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.