Tetra Pak: Carton Le Aao, Classroom Banao (Get Your Carton and Make A Classroom)

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands