Campaign details

Agency: Burson Cohn & Wolfe (Genesis Burson-Marsteller)
Brand: Tetra Pak

Situational analysis

With rapid urbanisation, India is facing a massive waste management challenge. Tetra Pak, the world's leading manufacturer of cartons wanted to help manage waste better, as well as give back to society in a meaningful way. Research revealed that most consumers in metros wanted to recycle but weren't sure of how they could help. Tetra Pak launched "Carton Le Aao, Classroom Banao" ("Get Your Carton and Make A Classroom"), a program targeted to residents of Mumbai. The integrated communications campaign used a mix of public relations, in-store promotions, social media, and a smart collaboration with the iconic Mumbai Dabbawallas (a lunchbox delivery service for 500,000 Mumbaikars) to spread the message of carton recycling. The three-month program managed to collect over 100,000 cartons and was covered in 100+ stories in Mumbai. Children all over the city urged their parents to donate used cartons and spread the message of environmental awareness and recycling.