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...