India, Nov. 13 -- India's air in the northern plains is visibly polluted. Air inside homes is likely unbreathable, too. But this is now an annual occurrence; little seems to change. Why, then, has this become one more harm we live with, almost silently?

Is it that we still don't fully grasp what it means to breathe such polluted air? The science has been clear for years: Pollution is cutting our lives short. So, what's missing is not information; it's the right storytelling.

We still haven't found a way to make clean air an issue that truly moves people, policymakers, and markets. The discourse remains centred on measurements - with hints of flaws - and blame, not so much the human costs of pollution, especially on health. When citizens...